CLIENT:
SELF DIRECTED PROJECT
Roles:
• Creative Direction
• Art Direction
• Illustration
• Custom Typography
• Label Design
PROJECT:
Pioneer Brewery Label
Pioneer Brewery began as a self-initiated project exploring narrative-driven packaging through illustration.
Inspired by early frontier history, the concept draws from a lesser-known remedy used by pioneers; a powdered mixture derived from stag horn, believed to treat snakebites along the trail. This detail became the foundation for a broader visual metaphor centered on survival, resilience, and the mythology of the American West.
The label was developed as a fully hand-drawn illustration, allowing the composition to feel raw, detailed, and immersive, more akin to an artifact than a modern packaging solution.
The result is a concept-driven label that leans into storytelling as a primary design tool, using illustration to create a distinct and memorable brand world.
