:Draft Punk:
Draft Punk is this scrappy little brewery in Northern California doing something no one asked for—mixing beer with things like coffee, juice, and mimosas, etc. It’s like the mad scientist of craft brewing. Weird? Yes. But somehow, it works.
They came to me for branding, and I knew one thing: they couldn’t look like every other microbrewery with a beard logo and a Latin motto about grain. So I gave them something simple and sharp. No gimmicks. Just a clean, modern identity that stood out on the shelf and didn’t reek of flannel.
As some brilliant designer once said (in some overly confident book I half-read on a red-eye), great design should work from every angle. So I made sure their logo did exactly that—whether it was sitting on a table or tilted mid-sip on a mug. Because people don’t drink while admiring perfect vertical alignment.
But the system had to do more than just look cool on glassware. Each Draft Punk brew has its own bizarre mix of ingredients, so I built a flexible identity system that let us showcase each concoction without the whole brand looking like a design student’s Pinterest board. It’s clean, extendable, and fully weird-compatible.
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