Challenge
The client already had the name Monterey Big Rock Beer, inspired by the historic Big Rock landmark near Monterey Park in Janesville, Wisconsin. The challenge was to turn that name into a brand concept that felt local, memorable, and believable for a craft beer audience.
Process
The concept was built around the history and character of the Big Rock site. I explored how the landmark, regional story, and brewery experience could come together through logo design, typography, color, packaging, and supporting brand elements.
Solution
The final concept gave the client a clear direction for how the brewery could look and feel. The identity tied the name back to the local landmark while creating a visual style that could extend across glassware, cans, coasters, menus, merchandise, and taproom materials.
Brand Foundation
Creating a logo and visual direction rooted in local history
Customer Experience
Showing how the brand could feel in a social brewery setting
Packaging Concept
Extending the identity into cans and point-of-sale materials
Brand Applications
Applying the identity across coasters, caps, and supporting details
