Overview
Pub House is a small-batch brewery concept rooted in rustic hospitality and handcrafted quality. Designed for a fictional Northern Michigan brewery, this brand reflects tradition, community, and comfort through rich textures, organic illustrations, and a bold typographic presence.
Role
I led the full creative direction, from naming and logo design to packaging, brand applications, and environmental mockups. This included ideation, visual identity development, print and digital collateral, and final presentation.
Design Solution
The brand centers around a classic serif logotype paired with a monogram lockup and woodcut-style illustrations. Inspired by traditional pub signage and vintage beer labels, the system includes:
A flexible logo system (monogram, primary logo, and badge)
A muted, earthy color palette
Hand-drawn illustrations representing ingredients and brewery tools
Label and tap handle designs for three signature brews
Environmental mockups including coasters, signage, and apparel
Each element works together to evoke a sense of heritage and warmth while remaining adaptable to future seasonal offerings.
Outcome
The result is a unified brand that feels established yet approachable — a brewery identity that invites people in, celebrates craftsmanship, and sets the tone for community-first hospitality. This project was featured in my senior portfolio and has become a benchmark for my conceptual branding work.
Skills & Tools
Tools: Adobe Illustrator, Photoshop, InDesign
Skills: Brand Identity Design, Packaging Design, Logo Design, Illustration, Typography, Merch & Print Application
Skills: Brand Identity Design, Packaging Design, Logo Design, Illustration, Typography, Merch & Print Application
