Client: Deep Ellum Brewing Co.
Role: Lead Designer
Services: Brand Identity Design, Packaging Design
Agency: Monster Brewing Co.
Industry: Beverage
Market: North America
Credits
Animation: Hot Fire Content // Photography: Joe Mellentine + Kolby Cowart
LOVE RUNS DEEP
For three years, I’ve stewarded Deep Ellum Brewing Co.—an icon of Dallas craft beer through major change, from the closure of its original taproom to a new era of brand evolution. During my time as lead designer, I’ve led two full rebrands (Dallas Blonde and Deep Ellum IPA) and brought new products like Deep Ellum Hazy IPA to market. Through bold redesigns and fresh releases, my focus was always on keeping the irreverent spirit and local legacy of Deep Ellum alive—one can at a time.
REBUILDING AN ICON
The brief: evolve Dallas Blonde beyond her original doll-like character, but keep the signature spirit that made her a Texas staple. The original design leaned on cute and kitschy; the new look dials up the nightlife energy with neon colour, bold marquees, and a cheeky silhouette stealing the spotlight. Gone is the paper-doll mascot—now, Dallas Blonde sits front and centre like a star on stage, equal parts playful, provocative, and unmistakably herself. With punchy new messaging that nods to the brand’s “goes down easy” legacy, the refreshed identity amps up shelf appeal and reclaims her reputation as the boldest blonde in the fridge.
2020
2025
