Design & Development Highlights

I developed the project as a complete visual system rather than an isolated can label, beginning with a brewery identity built around a detailed mountain emblem and traditional typography. The logo establishes a sense of history and place while remaining structured enough to serve as the foundation for a broader family of products.

For Pack Monadnock Trail Ale, I extended that identity into an illustrated packaging system inspired by the landscape surrounding the mountain. Layered forest, trail, and distant ridge imagery wraps around the can, while a restrained natural palette and prominent product typography maintain clarity within the more detailed illustration. The individual beer identity works within the larger Granite Peak brand while retaining enough character to distinguish it as its own product.

The concept was carried through to six-pack packaging to explore how the identity would function beyond a single label. Repeating landscape imagery across the carrier creates a continuous visual environment, while the brewery mark, beer name, product information, and supporting graphics establish a consistent hierarchy across different surfaces.

The finished concept explores how a regional identity can be built around a genuine sense of place—using landscape, typography, illustration, and packaging structure to make a fictional product feel like something that could plausibly belong on a New Hampshire brewery shelf.