I led the design for Karl Strauss Boat Shoes IPA, marking the first design in the launch of their 16oz cans. With the introduction of this new format, I saw an opportunity to step away from the brand’s traditional round black frame design, while still honoring its legacy through a circular life ring motif. The story behind this beer was playful and straightforward, so I crafted a design that was fun, bright, and evocative of a nautical lifestyle.

I hand-lettered the typography, incorporating a boat shoe footprint as the "I" in "IPA" to reinforce the playful theme. I selected vibrant colors to reflect the effervescent and easy-drinking nature of this Hazy IPA—white and blue to evoke nautical elements, and bright green to highlight the beer's prominent hop profile.

The design resonated with customers, and Boat Shoes IPA quickly became one of the bestselling beers in Karl Strauss’ lineup. Its distribution expanded into multiple states and is even available at PetCo Park. The design has also been applied to a suite of delivery vans and merchandise, extending the brand’s presence beyond the can.

The beer’s story captured a lighthearted, yet premium vibe: “Boat shoes are much more than footwear – they’re a state of mind. They say to those around you, “Hey. I’m practical, but I’m also stylish. I may or may not actually own a boat. But I definitely care about the finer things in life, like weekend jaunts to the coast, salty ocean breezes, and hazy India Pale Ales.” Boat Shoes IPA has flavors of citrus and sweet fruit that linger through a juicy finish. This unfiltered brew is intensely hopped and pairs perfectly with your nautical lifestyle, actual boat not required.”

https://www.karlstrauss.com/beer/boat-shoes-hazy-ipa/

https://www.instagram.com/p/BsbwT42nMvL/

I led the design for Karl Strauss Liquid A/C, with a key objective of visualizing the feeling of staying cool in a way that resonated with San Diegans, who know all too well the struggle to keep cool during the scorching summer months. Through exploration, I found an opportunity to celebrate the often-overlooked brewers behind the beer, highlighting their contribution in a humorous and relatable way, while also showing the humorous and desperate ways San Diegans try to keep cool.

I featured Lyndon Walker (the brewer who created Liquid A/C) in a Hawaiian shirt, a beloved Friday tradition at Karl Strauss, and included a rubber ducky—an inside joke referencing his nickname in the production facility, “Ladybird.”

This design was a departure from the brand’s traditional style, as I used hand illustration and hand lettering. It also represented a significant shift as it was the first time a person had been featured in any design or marketing since the decision not to show Karl Strauss “the man” after his passing.

This design not only paid homage to the brewers, but it also brought a fresh and personal touch to the brand, making it stand out as a unique and memorable offering in Karl Strauss’ portfolio.

http://www.sandiegomagazine.com/Blogs/Behind-the-Brews/Summer-2017/Have-a-Beer-with-Karl-Strauss-Head-Brewer-Lyndon-Walker/

https://www.karlstrauss.com/beer/liquid-ac-english-summer-ale/

It was incredibly exciting to work with Taylor Guitars for my first beer label design. The design aimed to honor the heritage of both Taylor Guitars and Karl Strauss Brewing, while also celebrating the Skagit Valley, the source of both Taylor’s sustainable wood and Karl Strauss’ malt. I worked to visually communicate the beer style, the beer’s name, and the model of the guitar, 614, with careful attention to detail. I drew inspiration from wood block printing, as it was a subtle nod to Taylor’s sustainable wood practices.

The illustration of a guitar transforming into a maple tree symbolizes the harmony between Taylor Guitars and the environment. Most guitar manufacturers use spruce, which takes centuries to mature, while Taylor uses sustainable maple, which matures in just 20-30 years. I incorporated barley into the design, represented in the guitar's border and the background texture, as Karl Strauss sources a significant portion of their malt from Skagit Valley Malting. I found opportunities to add subtle details, such as the "614" hidden in the maple leaf.

The typography is hand lettered and intentionally textured on the edges to emphasize the multiple crafts at play (brewing, guitar production, and design), the attention to detail necessary in those crafts, and the importance of handmade products. I found an opportunity to break from the traditional sans serif used on Karl Strauss beer labels, and pushed to create a new die-cut shape for the tree canopy.

The color scheme reflected the warm colors of maple leaves, the beer’s vibrant character, and the fall season during which the beer was released. Beyond the label, I designed various marketing materials for 614, including shirts, glassware, Snapchat filters, posters, and digital designs.

The collaboration was featured on Fox 5, 91X, and other platforms, further amplifying the impact of the collaboration.

“Taylor Guitars and Karl Strauss have teamed up to create a beer that celebrates the best of both industries. Inspired by a trip to Skagit Valley in the Pacific Northwest–an environmentally forward-thinking community known for its production of sustainable maple and world class malt–614 (Six Fourteen) is a Farmhouse Ale with lively aromas and flavors of lemon zest, Belgian spice, and toasted notes from the addition of maple wood.” 

https://www.karlstrauss.com/beer/614-taylor-guitars-collaboration/

https://www.karlstrauss.com/2016/11/02/music-to-our-beers-karls-614-farmhouse-ale-collaboration-with-taylor-guitars/

http://www.91x.com/tommy/karl-taylor-collaboration/

https://twitter.com/TaylorGuitars/status/796487851370311680