Overview
Role
Pub House Brewery is a fictional rustic brewpub rooted in Northern Michigan. The brand was built to capture the spirit of small-town tradition and community gathering, with a visual identity that balances handcrafted charm and regional pride.
Lead Designer — Brand Identity, Logo System, Packaging, Merchandise, and Print Collateral
Challenge
Design System
Create a unique, ownable brand identity for a brewery concept that feels local and handmade without relying on tired or overused craft beer tropes. The identity needed to work across a variety of mediums — including signage, cans, apparel, and coasters — while feeling authentic to Northern Michigan culture.
The identity system is built to be flexible, scalable, and instantly recognizable. It includes:
Primary Logo: Clinking beer mugs with bold slab serif typography, designed for versatility across digital and print.
Color Palette: Earthy tones inspired by oak wood, amber ales, and vintage taproom interiors. Core colors include dark forest green, warm orange, and cream.
Typography: A bold slab serif conveys strength and tradition, balanced by a clean sans serif for support in secondary text and layouts.
Iconography: Custom illustrations reference rustic textures, hops, and classic pub imagery, supporting the identity across signage and merch.
Applications: Designed mockups include beer can packaging, apparel, coasters, tap handles, and signage to demonstrate real-world use.
Design Solution
Outcome
Inspired by old woodcut signage, vintage beer packaging, and natural textures, the logo system features a bold serif wordmark paired with monoline illustrations that represent warmth, outdoorsmanship, and craft. The palette leans into warm, muted tones that evoke woodgrain, hops, and copper taps.
Deliverables included:
Primary and secondary logos with lockups
Custom type treatment and typography pairings
Packaging mockups for flagship brews
Branded merchandise (hats, shirts, enamel mugs)
Print-ready coasters, tap handles, and table menus
The brand was used as a cornerstone project for demonstrating full-scope identity systems, receiving positive feedback for its consistency, polish, and merchandise-ready applications. Pub House Brewery became a featured piece in my portfolio to secure freelance work with local food and beverage businesses.
Logo & Brand Identity
Developed a flexible identity system featuring stacked and horizontal logos, custom iconography, and a vintage-inspired type system. Designed to work across merchandise, packaging, signage, and digital with a rustic yet refined tone.
Packaging & Can Labels
Created seasonal beer labels using textured backgrounds, bold color accents, and flavor-coded systems. Each label was designed to work on shelf, on tap, and in social promotions.
Apparel & Merchandise
Developed branded apparel including screen-printed t-shirts and hats, blending laid-back brewery culture with thoughtful design details. Built for event staff, loyal patrons, and merchandise sales.
Posters & Event Materials
Designed posters and promo graphics for the brewery launch and seasonal events. Typography and layout choices reflect the bold, inviting character of the brand while staying consistent across media.
Social Media Campaigns
Created promotional graphics for new seasonal flavors and limited-run beers, designed to engage audiences and build excitement across platforms.
Concept Sketch
Early sketch exploring signage layout for Pub House Brewery’s exterior and interior spaces. The goal was to capture a handcrafted, rustic feel through bold serif typography, natural framing, and warm tones. This process helped define proportion, material inspiration (wood, metal), and logo placement for branded signage and environmental design.
