Beer & Branding

Beer & Branding is a local Charlotte event hosted by AIGA, where home brewers are paired with design teams to craft a unique brand identity inspired by a beer brewed with a secret ingredient. My team was awarded First Place – Judge’s Choice for our concept and execution.

 

The 2024 ingredient, Chinook hops, offered limited visual inspiration due to its subtle flavor profile. Instead, my team drew creative direction from our brewer’s personal stories of teaching English in Japan. Through research into Japanese folklore, we discovered the legend of Yamata no Orochi—an eight-headed, eight-tailed serpent associated with alcohol. This myth became the foundation for our brand, Sleeping Serpent, blending cultural storytelling with bold visual design to create a memorable and meaningful identity.