Flying Dreams Brewing Company
Brand identity, illustration, and packaging for Flying Dreams Brewing Company, a Worcester, MA-based brewery; voted one of the Top Ten Rated Breweries in Massachusetts by Boston.com two-years strong as of October 2018.
Responsible for the packaging of over 10 original bottled brews and series, as well as collectible HydroFlask growlers, p.o.p. displays, misc. social media and web assets, and more.
Starting out, the only differentiation between each label design was a simple background color change and a unique logotype for each brew, but as time went on we gradually started to develop different scenes and environments, and eventually we started to tell a sort of narrative of this dragon in all these different places.
For example, Pond Jumper is an ode to the first hole of Maple Hill Disc Golf course in Leicester, MA, The Nightmare After Christmas takes place on a snowy countryside as the Flying Dreams dragon terrorizes a fleeing Santa while destroying a nearby snowman, Park Ave Porter is based on the original Flying Dreams location on Park Ave in Worcester, ConSession IPA takes places in the ocean on a hot summer day— so on and so forth. It was a natural progression from what the Brewmaster and I established early on.
One of my goals while developing each brew label was to eventually circle back and refine and redesign the brewery’s logotype and labels, both to make the logotype more legible, cleaner, and unique from its predecessor, and to expand the new scenic and narrative focus of each brew’s label outside from its original oval ring, all while figuring out a new system to stylistically deliver info about each brew (style, accents, ibu’s, alcoholic volume, etc.). I was inspired by Olly Moss’s work and how his compositions utilize negative space to create illustrations within illustrations— in this case, I wanted to use a landscape’s environment to form the shape of the brewery’s dragon in its negative space.
The freelance ended before these concepts could be developed further.
