MONTEREY BIG ROCK BREWERY - Concept

Role: Concept Development & Art Direction
Scope: Brand Concept, Identity Exploration, Packaging Mockups

Monterey Big Rock Brewery was a startup brand concept inspired by Janesville’s historic Big Rock landmark, tying local geography, history, and character to a distinctive craft beer identity. I developed the concept independently, using regional storytelling and visual symbolism to create a bold, authentic direction that connects place, product, and community while giving a hometown brewery a memorable foundation for launch.