Tommyknocker Brewery
Reimagining a mountain-town brewery with bold, modern, shelf-ready energy.
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Problem
Tommyknocker wanted to reach a younger audience, but their packaging felt dated and heavy. The cans blended into the shelf, and the brand wasn’t connecting with the 28–32 year-old drinkers they hoped to reach. They needed a look that felt fun, loud, and modern while still keeping a bit of their mountain-town character.
Solution
With the help of my partner with Ember, Casandra Perez, we built a collage-style packaging system that’s bold, quirky, and easy to spot from across the aisle. The design brings in color, texture, and attitude without losing clarity. Each can has its own personality, but the full line reads as one strong system that fits the brand and stands out.
A fresh visual system with character and clarity.
The goal was to shake off the brewery’s older aesthetic and build something that felt alive. I pushed the visuals in a new direction using collage elements, high-contrast colors, and strong type to give each beer a unique voice. It brought personality to the brand, but still left room for simple navigation.
We also made sure the system was easy for the internal team to maintain. The design framework works across styles, seasonal releases, and special drops. It scales without losing the punch that makes the cans memorable.
The new look has helped Tommyknocker speak to a younger crowd while staying true to their mountain-town roots. It’s fun, approachable, and impossible to ignore on the shelf.
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