Dumpster Fire Brewing Co. | Brand, Label Design, Email
Jen Lai
Dumpster Fire Brewing Co. wasn’t just another craft beer brand — it was a mood.
I led the content direction from the ground up: helping build the brand’s tone, visual language, and launch campaigns across social, email, and packaging. The goal was to create a beer brand that felt current, culturally aware, and entirely unforgettable.
For the limited release of Mango Milkshake IPA, Dumpster Fire Brewing Co. wanted to push beyond “just another juicy IPA” and build an entire mythos. I led the storytelling and content rollout for a Greek mythology–inspired drop that fused emotional symbolism with bold flavor — centered around Icarus, the original symbol of flying too close to the sun.
My Role
Defined the brand voice: irreverent, emotionally honest, and cleanly chaotic
Created tone-based content pillars for social storytelling and product releases
Wrote all copy for social, product descriptions, email campaigns, and launch materials
Designed modular content templates for launch and ongoing campaigns
Collaborated closely with the team on brand direction and drop strategy
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Posted Jun 14, 2024
Designed the logo, identity, and Icarus-inspired label for Dumpster Fire Brewing Co.’s Mango Milkshake IPA—tropical haze, bold flavor, story in a can.
