WASATCH BREWERY REFRESH

A full portfolio package refresh for Utah’s original craft brewery, designed to re‑establish illustration, storytelling, and character as the core of the Wasatch identity. This project focused on correcting brand drift, unifying a fragmented lineup, and creating a scalable packaging system rooted in the brand’s rebellious mountain heritage.

Role
Creative Director
Package Designer
Illustrator

Wasatch Brewery built its reputation on bold personalities and cheeky illustrated storytelling. Over time, that voice had eroded. Visual overlap with sister brands and a shift toward sleeker graphic styles diluted Wasatch’s identity and reduced clarity across the portfolio. The challenge was to refresh the entire lineup without losing legacy equity, bringing cohesion back to the shelf while letting each beer retain its own personality.

The solution was not reinvention, but reclamation.

We returned to illustration as a strategic brand asset, drawing from Wasatch’s own history of character driven communication. The goal was to give drinkers what they already loved about the brand, delivered in a bolder, more consistent, and more ownable way. Each beer was treated as a distinct character within a unified visual world, allowing the portfolio to feel cohesive at a distance and expressive up close.

The refreshed portfolio re‑establishes Wasatch Brewery as a beer full of character. The lineup now shows up with clarity, confidence, and attitude, honoring the brand’s roots while positioning it for the future.

This project demonstrates end‑to‑end creative leadership, portfolio‑wide system thinking, and the strategic use of illustration to solve brand problems, not just decorate packaging.