Tommyknocker Rebrand / Package Design

Tommyknocker Brewery, a 28-year-old Colorado brand, needed a refresh to stay relevant in a shifting market. Their packaging and website felt dated and mostly appealed to an older demographic. The next wave of potential fans—urban adults who split time between the city and the mountains—weren’t connecting with the brand.

Alongside my partner, I co-led the creative direction and visual overhaul of Tommyknocker’s brand system, from packaging to digital. We collaborated with the strategy team to reposition the brewery for a younger audience, blending heritage with a bold, fresh visual identity.

Key updates included:
• Brightening the color palette and refining typography for a more modern feel
• Enlarging the iconic Tommyknocker face to boost shelf presence
• Creating collage-style illustrations to reflect the energy of mountain towns
• Redesigning the website to match the updated look and tone
• Refreshing in-house menus with a handcrafted, modern layout

The final system feels bold, fresh, and better aligned with today's audience while staying true to what makes Tommyknocker unique.