Art Direction, Design, Concepting

— Created at VSA Partners
— Final Illustrations by Florian Schommer
— Lettering by Nicolas Fredrickson

We began by refining the core brand identity—tightening the logo and establishing stronger relationships between the type and surrounding elements. From there, we introduced a brighter, bolder, and richer shade of orange to elevate the existing color palette.

The mountains are central to Breckenridge’s identity, so it was important to incorporate them into every aspect of the packaging. We designed a custom dieline that showcased the mountain silhouette across the 6-pack—while preserving structural integrity and keeping the bottles visible.

We designed the packaging to give each flavor its own unique personality within the Breckenridge brand. By carving out space for custom typography, every bottle could highlight its key flavors and stand out with its own distinct character.

I was closely involved in the design of the Agave Wheat beer. We explored a variety of concepts and typographic approaches together to shape the final direction. Below are just a few of my sketches.

One of the biggest challenges in designing the Avalanche Amber Ale illustration was striking the right tone with the avalanche itself—we wanted it to feel dynamic without being overly explosive, and powerful without appearing sluggish.

It was a true honor to work on the Rocky Mountain Sampler, a collection that highlights Breckenridge’s core beers alongside a special seasonal feature. I drew inspiration from the brewery’s roots as a humble mountain outpost, weaving in elements of whimsical folk culture to celebrate the spirit and storytelling and adventure at the heart of the brand.