Marigold Brewing
An independent craft brewery concept that blends bold, modern minimalism with folk-art warmth. This project defines a scalable brand and packaging system—centered on the marigold flower—built to stand out on crowded shelves, carry across taproom and merch, and translate cleanly to web and social.
Client:
Marigold Brewing (Concept)
Role:
Brand & Visual Designer
Year:
2025
The Challenge
Differentiate without clichés while keeping strong shelf impact and small-format legibility.
Build a cohesive visual system that works across cans, 4-pack carriers, tap handles, glassware, signage, website, and social.
Balance folk-art influence (marigold + calavera cues) with a contemporary, premium aesthetic—avoiding kitsch and ensuring cultural sensitivity.
Design packaging that respects common beer label conventions (ABV, IBU, style, provenance such as “Brewed in Walnut Creek, CA”) and remains readable at arm’s length.
Process
Brand discovery & audience research (competitive scan of Bay Area craft shelves and DTC beer brands).
Personality & tone definition (confident, warm, craft-first; no “bro” energy).
Visual exploration (icon system, monogram, flower mark; logo lockups and badge set).
Typography and color studies with print tests for contrast and ink coverage.
Systemization (grid, spacing, type scales, label modules), mockups, and usage guidelines.
Solution
A modular identity system anchored by a hand-drawn marigold mark and a clean wordmark. Headings use Source Serif for character and hierarchy; body and utilities use Montserrat for clarity and consistency. The palette centers on Cream (#F5EDE3), Marigold (#D67A00), Roasted Malt (#7F4F24), and Charcoal Black for grounding.
Packaging uses a strict layout grid: style badge (IPA / Pilsner / Stout, etc.), prominent ABV/IBU callouts, and a vertical information stack (volume, origin, recycling). The system scales from 12oz core series to 16oz limited releases, with color-way swaps by style. Extensions include a 4-pack carrier, pint glass and coaster set, tap handle decals, and case trays.
Digital touchpoints mirror the print system: a mobile-first landing page with macro “petal” photography, rotating hero for current releases, product cards with style notes, and a simple “Find Us / Order” CTA. Social templates (feed + story) align on type scale and margins for quick content production.
Deliverables
Key takeaways
A disciplined grid and limited palette create instant recognition across physical and digital touchpoints. Clear hierarchy (style → ABV/IBU → origin) improves usability at shelf and on mobile. Balancing expressive illustration with restrained typography prevents the brand from sliding into cliché while keeping production practical and scalable.