Marigold Brewing Brand Identity Design

A fictional Mexican-inspired craft brewery identity blending vibrant marigold florals, skull iconography, and bold typography into a cohesive, shelf-ready system.

Create a craft beer identity that stands out on shelf, tells a clear story at a glance, and celebrates Día de los Muertos influences. The system needed to work across multiple flavors, seasonal releases, and digital touchpoints while feeling production-ready and adaptable for future campaigns.

I started with strategy before jumping into visuals—defining the brand personality as bold, celebratory, and rooted in Mexican cultural references. After competitive shelf research, I built moodboards around marigold florals, sugar skulls, and punchy typography, then explored logo marks and can architectures through rapid sketching.

The process moved from thumbnails and illustration sketches to refined vector assets, continually testing how color, iconography, and type could stay consistent across flavors while giving each SKU its own attitude. I checked contrast, legibility, and hierarchy at every stage to ensure the brand reads clearly both in-store and on screen.

The final system balances bold storytelling with practical shelf impact. Each can uses consistent skull-and-floral illustrations, a strong wordmark, and structured information layout so flavors are easy to distinguish while feeling like part of the same family. High-contrast color and clear type hierarchy make the cans instantly scannable at a distance.

Deliverables include logo, color palette, icon set, full can wraps, 4-pack and case packaging, and social media assets—all designed as a flexible system that can support new releases without losing recognition.

Marigold Brewing now reads as bold and instantly recognizable, with strong cultural storytelling and a cohesive brand experience across every touchpoint. The system is flexible enough to support future SKUs and campaigns while maintaining consistency and shelf presence.