Deschutes Brewery, a pioneering craft beer brand based in Oregon, is known for its bold flavors and playful spirit. With a strong visual identity rooted in the Pacific Northwest creativity, the brand embraces storytelling through both taste and design.
PACKAGING DESIGN
PINEAPPLE WHIP POP
An ale brewed with pineapple juice and vanilla flavors, Pineapple Whip Fruit Pop called for a design as playful and nostalgic as its name. Leaning into an illustrative type approach, the label was inspired by the bold, cheerful energy of 1950’s advertisements—where hand-drawn typography and whimsical layouts invited consumers in.
The visual identity captures the bright, tropical notes of pineapple and the creamy sweetness of vanilla, balancing vintage charm with a modern craft beer sensibility. The design works to evoke both flavor and feeling, creating a packaging experience that’s as fun and inviting as the ale itself.
CONCEPT EXPLORATION EXAMPLES:
CATHARINA GUAVA SOUR
The Xicha x Deschutes collaboration highlights the vibrant aromas of guava and sweet tropical flavors. The design centers on a dynamic typographic exploration, combining three distinct hand-rendered typefaces that bring varied styles and energy to the label. A pop of guava-inspired colors adds brightness and ties the visual identity closely to the fruit-forward character of the sour ale.
This project showcases a playful yet sophisticated approach to typography and color, creating a label that stands out on shelf while embodying the tropical essence of the brew.
CONCEPT EXPLORATION EXAMPLES:
