The Boston Beer Company
7-month co-op producing 300+ POS assets, with logo designs along the way.
Jan - Jul 2024 ✱ Brand Identity and Logo Design
Overview
As a Creative Services Co-op, I balanced print-ready asset production with illustrations for internal logo designs. I learned from the creative masterminds behind Twisted Tea, a larger team with stricter guidelines, and Dogfish Head, a smaller team with more creative freedom.
I quickly learned these brand systems to create hundreds of point-of-sale assets with logo designs to compliment my work.
©2024 The Boston Beer Company, Boston, MA. All rights reserved.
Artwork designed exclusively for The Boston Beer Company under a work for hire. All rights, title, and goodwill remain the property of The Boston Beer Company, and use of the artwork is limited to the designer’s portfolio only.
During my co-op, I had the opportunity to draft design concepts for a Twisted Tea bomber jacket. The sleeves were inspired by the wings of Twisted Tea’s unofficial eagle mascot.
Process
My logo designs took many sketches and iterations to reach their final destination. From book clubs to favicons, my creative range knew no bounds, and I was challenged to support internal efforts through my creative practice.
I collaborated across different departments for each design, and I thrived in this cross-functional, fast-paced environment.
The last and most ambitious logo I designed during my co-op was for an internal annual competition called the Steinly Cup, named after the traditional beer mug.
The event took place in Las Vegas, and I was inspired by the playfulness and bright colors from the city’s vibrant culture. I also added a simpler, “stein-less” variation of the logo to support the main stein logo in different settings.
©2024 The Boston Beer Company, Boston, MA. All rights reserved.
Artwork designed exclusively for The Boston Beer Company under a work for hire. All rights, title, and goodwill remain the property of The Boston Beer Company, and use of the artwork is limited to the designer’s portfolio only.
©2024 The Boston Beer Company, Boston, MA. All rights reserved.
Artwork designed exclusively for The Boston Beer Company under a work for hire. All rights, title, and goodwill remain the property of The Boston Beer Company, and use of the artwork is limited to the designer’s portfolio only.
Outcome
With The Boston Beer Company, I learned the importance of context and how to leverage it. My point-of-sale assets ranged anywhere between small stickers and large window signs, and I learned to design and adapt for each unique space I was given.
Flexibility and reliability supported the internal logo designs and over 300 assets I made within seven months. My original six-month duration was extended by one month for me to mentor and train the next cycle of Creative Services Co-ops.
I’ve grown both as a creative and as a person afterwards, with a love for beer along the way.