In 2016 Maui Brewing Co. hired a branding company called Butler to take the company through a rebrand. That was when after working with Maui Brewing Co. as a freelance designer and illustrator since 2006 I was contracted to be their in-house graphic designer and illustrator. I worked in the established brand guidelines that Butler created. The original concept for beer cans utilized a Polynesian Tattoo Illustration for each beer that was placed in a half circle that covered more than 1/3 of the can's surface area. I learned how to illustrate in this style for all the new can designs that would be released. After a few years, it was decided by the owners to start to integrate a more varied illustration style but still use the original template designed by Butler. You will see my design solutions and illustrations while working in established branding.
It took me a few designs before I started to feel comfortable with this adopted illustration style but by the time I started working on this Pilialoha design, I really felt like I was on to something.
One of my Lifestyle photos
One of my HDR photos of the brewery
