Dogfish Head.

I was brought on to help develop design strategy and establish the visual architecture for a rebranding effort that aimed to bring continuity to a vastly sprawling brand while maintaining character and credibility within a savvy craft beer market.

My contribution was cut short of final art optimization and production, but here is a look at my sketches, mocks and design theory that shaped the direction for the final illustrations, mothercases, 6-pack and label designs that were established over the subsequent months.


Client: Dogfish Head via Interact Boulder
Illustration: John Vogl

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