Tommyknocker Rebrand / Package Design

Tommyknocker Brewery, a 28-year-old Colorado brand, needed a refresh to stay relevant in a changing market. Their packaging and website were outdated, speaking mostly to an older demographic (ages 55 to 65). The brand’s next generation of potential fans, urban adults between 28 and 32 who love mountain getaways, felt overlooked.

I teamed up with my husband, Nate, to lead the art direction for this project. We worked alongside the leadership team and strategy partners at Ahead of the Curve to rethink the visual identity while keeping the Tommyknocker spirit alive.

Our approach included:
• Brightening the color palette and cleaning up typography for a fresher, more modern look
• Expanding the size of the iconic Tommyknocker face for stronger brand recognition
• Creating playful collage-style illustrations to capture the energy of mountain towns
• Redesigning the website to reflect the updated vibe
• Updating in-house menus with a handcrafted, modern feel

The result was a brand system that feels bold and fresh, and it is ready for a new generation while still honoring the heart of what makes Tommyknocker unique.

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