Integrated Brand Identity & System Concept

THE STRATEGY

To launch a premium lifestyle brand that captures the "swanky" speakeasy vibe of a bygone era — where the "old-fashioned class" of diamond-stitched leather and gold trim meets the social energy of a modern craft brewery. The goal was to position Packard Beer Co. as the "Rolls Royce of Craft Beer" — leveraging the legacy of American luxury engineering to appeal to a modern audience that values authenticity, heritage, and high-end social experiences.

THE EXECUTION

Integrated Brand System: I fused the geometric elegance of Art Deco with the sculptural precision of luxurious classic Packard automobiles. This spawned a visual foundation that feels "old-fashioned" yet modern, ensuring the brand stands out in a crowded craft beer market. I then created a system that was engineered for a true omnichannel rollout, ensuring a premium, consistent experience across every consumer touchpoint
360° Brand Activation: I architected and designed the full suite of launch materials, including:
- Digital Presence: A high-conversion website, a custom loyalty app, and targeted email marketing.
- Social & Advertising: A lifestyle-driven social media strategy and high-impact outdoor billboards.
- Physical & Experiential: Premium packaging, direct mail, and "maker-focused" merchandise that brings the Packard brand into the physical world.

THE RESULTS

This project serves as a comprehensive proof-of-concept for a high-end, lifestyle-driven beverage brand. By successfully translating the "exquisite craftsmanship" of the automotive world into a modern omnichannel marketing package, I demonstrated:

Brand Scalability: A visual system that maintains its "swanky" premium feel across digital apps, social media, and large-scale environmental graphics.
Strategic Positioning: The ability to carve out a unique "Speakeasy" niche in a saturated craft beer market through consistent storytelling and high-end Art Deco aesthetics.
Creative Versatility: A 360-degree execution that proves I can lead a brand from its initial "napkin sketch" to a fully-realized, market-ready identity system.

Website

View the InVision desktop prototype website here. (Note: some pages have not been created)

The background image for the website gives a swanky, old school luxury feel, reminiscent of Packard automobiles, while the graphic elements give it a distinctive Art Deco look. The home page has the essential “Find Beer” feature and the website makes it easy to view and learn about all the different beers the brewery has to offer. Customers can learn about what’s going on in the tap room, called the Filling Station (a throwback to what gas stations were called in the early 1900s), and see what’s on tap. Customers can also shop for merchandise and use their Rewards points, and they can learn about the story behind the brewery under “Our Story.”

Software used: Sketch, Adobe Photoshop, Adobe Illustrator, InVision

App

This app will be an important and effective revenue-generating tool for the brewery and a fun, interactive app for customers. The opening screen encourages customers to earn Rewards points so they can reward themselves with unique Packard Beer Company-branded products. The individual beer screens encourage customers to rate the beer so they can earn points and their friend’s ratings are also displayed as well as everyone’s ratings. Then, the Rate Beer screen allows the customer to voice their opinion of the beer and even tag friends. The app wraps up the package by displaying the customer’s points, explaining the points structure and providing a shop for them to redeem their points. They can even see what their friends, or ol’ chaps, have been up to on the Account screen.

Software used: Sketch, Adobe Photoshop, Adobe Illustrator

Goddess of Speed Packaging and Illustration

The packaging carries over the art deco look and includes my Art Deco-style illustration of the Packard hood ornament called Goddess of Speed, which is the name of this beer. The bottles have a prohibition-period look and an upscale look with an embossed logo on the body of the bottle instead of a typical label. On the packaging, everything that’s white will be chrome foil stamped and everything that is yellow will be gold foil stamped to help the packaging stand out on the shelf in the store.

Software used: Adobe Illustrator, Adobe Photoshop

Social Media Ads

The first Facebook ad shown here introduces the new brewery with upscale language that is the core of the Packard Brewing Company branding. The second one encourages customers to download the app so they can start tracking their Rewards points, earn more points and easily use their points on merchandise. I created the third ad to serve as a template to advertise a new beer, using Goddess of Speed as the example.

Filling Station Direct Mail

This is a postcard that will be mailed to residents that live within a 5-mile radius around the Filling Station. It encourages them to try the brewery out with a free beer and a free appetizer with no purchase required and they can also get $15 off their next visit if they spend $30 or more. It’s a smart way to attract customers to a new business and gain word-of-mouth.

Software used: Adobe Photoshop, Adobe InDesign

Email Marketing

I created the first email to be a template that promotes the newest beer, using Goddess of Speed as an example, and there are two call-to-actions. The first CTA is the “Find It” option, where the customer can find the beer at a nearby establishment. The second CTA is the “Learn More” button that links to the product page on the website.

The second email is called a “Recapture” email, and its purpose is to encourage customers that haven’t visited the Filling Station in six months or more to stop by and have a free beer. The “What’s New” CTA links to the “What’s New” page on the website. The Art Deco divider element serves as an arrow to encourage the customer to scroll down and see the latest beer that’s been released along with a “Learn More” CTA linking to the product page on the website.

The third email promotes a live music event at the Filling Station. The “View Events” CTA links to the “Events” page on the website. Once again, the Art Deco divider element serves as an arrow to encourage the customer to scroll down and see the latest beer that’s been released along with a “Learn More” CTA linking to the product page on the website.

Software used: Adobe Photoshop, Adobe Illustrator

Out-Of-Home Advertising (Billboard and Poster)

You have about 2 seconds to capture someone’s attention with most advertising, but especially with billboards and posters. The design should be clean and straightforward. Everything within the design needs to be legible and viewable from a distance. The design should contain a very short, attention-getting headline, a compelling image that captures the viewer’s attention and makes them remember the product, and the logo needs to be prominent.

Software used: Adobe InDesign, Adobe Photoshop, Adobe Illustrator

Branding & Merchandise

The entire look and feel of this upscale brewery takes cues from the luxurious hand-built Packard automobiles of the 1920s and 30s with inspiration from the Art Deco movement of the same time-period. The logo is designed to look like a chrome emblem on a car, with an Art Deco look. The stacked headlines are consistent throughout all Packard marketing and advertising. The copywriting has a clever feel with a bit of upscale swank to it. The branding includes merchandise that will be available for purchase or by redeeming Rewards points. The idea of the tap room being called the Filling Station goes back to a time period when gas stations were called filling stations. The outside could look like an old filling station complete with antique gas pumps. The beers are named after Packard models and Packard engines. Goddess of Speed is the name of a Packard hood ornament.