Karl strauss barrel program

I led the design for Karl Strauss’ Barrel Program, marking a departure from the brand’s legacy design for the first time. To fully represent the intricacies of beer through design, I became a Cicerone (beer sommelier), which allowed me to craft more accurate and elevated designs. The program targets a more educated audience and occasion-based consumption, so I opted for a bottle shape more reminiscent of wine bottles to evoke a sense of refinement and encourage sharing.

I found an opportunity to evolve the brand from "tired" and "expected" to more contemporary, artful, and premium. I sold in high-end print production techniques, pushing for a tactile experience that would stand out on the shelf. This approach was crucial, as Karl Strauss was venturing beyond traditional bottles and cans for the first time, and I reimagined how labels, bottle types, and shapes could be designed, produced, and printed to elevate the overall consumer experience.

Rather than relying on loud, bright labels that blend into a crowded beer shelf, I embraced minimalism, thoughtful illustration, and premium print techniques to communicate the Barrel Program’s high-end offerings. I sold in an off-white, textured whiskey label paper and metallic printing to elevate tactile experience of holding a bottle.

Each label had to visually convey the unique characteristics of the beer, from the adjunct ingredients to the specific beer style. For the 29th Anniversary Saison, I illustrated the peppercorns used in the brew, highlighting the beer’s specialty ingredients and differentiating it from others on the market. The bright green color I selected symbolized the effervescent, fruity, and spicy qualities of the Saison, while also incoperating the colors of a pepper tree.

In addition to the designs for the Barrel Program’s initial offerings, I developed designs for future beers in the family, including Wild Ride Sour Red Ale, Queen of Tarts Dark Sour, and Barrel-Aged Vanilla Bean Wreck Alley. The Barrel-Aged Saison label debuted at the 29th Anniversary Barrel Event, setting the tone for the beers to come.

https://www.karlstrauss.com/beer/29th-anniversary-barrel-aged-saison/

https://www.youtube.com/watch?time_continue=55&v=xRF3s0rUKYc

“It’s been 29 years since Karl Strauss Brewing Company officially opened its doors in downtown San Diego on February 2nd, 1989 helping to kick off California’s craft beer industry. The company commemorated their 29th year in beer with a new barrel-aged release, and an official launch of the rebranded Barrel Program.

“This year’s edition of their esteemed anniversary series is a Belgian-style Saison aged in Pinot Noir barrels for 12 months with Brettanomyces. The brew features complex spice flavors and juicy fruit notes from added pink peppercorns, rounded out by a dry and lively finish.”

Next in Line

I created a suite of four labels for future Barrel Program releases, including the prized Queen of Tarts.