Four Peaks Brewing
Refreshing Arizona's largest craft brewery
Started in 1996, Four Peaks’ great beers and community-driven brewpub have earned them nearly a 25% share of Arizona’s craft beer market. This dominance began to waver as younger audiences turned to new offerings, so the brand sought a visual identity refresh. As Designer, I designed, illustrated, animated, and presented the following concepts.
Existing packaging
Younger consumers described Four Peaks' identity as “dated” and “disconnected”. They didn't see a consistent visual thread and didn't know about the brand's historic community-driven brewpub. Originally built in 1882, the building was one of the first in Tempe, Arizona, but is now synonymous with the brand. My task was to modernize the brand's signature four beers for a younger audience and share the neighborhood pub experience Four Peaks is known for.
The team conducted market research on select concepts, which included surveys and focus groups. I helped design the data analysis presentation and present our findings both internally and to the AB InBev team (AB acquired Four Peaks in 2015). This research helped us refine the following concept.
The solution we landed on shares the Four Peaks neighborhood pub experience with fans. It utilizes the mission-revival pub arch as a header to prominently feature the beer details, typography inspired by rotulismo mexicano, and bright illustrations that modernize the illustrative heritage of the brand. The side panels feature further details about the brewery and the back panel shares details about where the beer came from. The result is a cohesive, lively identity targeting younger audiences that properly tells the Four Peaks story.
To complement the refreshed packaging, I also developed a new mark, a line of merchandise, and supporting print and social posters.
Super grateful to have been on this. Four Peaks is an Arizona staple. Probably the most beloved brand to come out of Arizona, so it was really special to work on this and represent my home state.
Agency: Four Peaks Brewing
GM: Chris Meyer
CD: Trevor Needle
DD: Cristina Polli
Design: Hayden Renning, Will Simmons
Illustration: Will Simmons
Motion Design: Will Simmons
