Services: Packaging & Brand Design
Timeline: 3 weeks

What started as a passion project and birthday gift turned into an opportunity to build a brewery brand from the ground up, from the name and brand concept to the beer labels and packaging.

Jumping Dog Brewing is a conceptual brewery based in Vancouver, BC, inspired by my dog, Mia. Paying attention to the small things she does in our day to day made me realize we have so much to learn from animals, the way she jumps around when she knows it’s dinner time, keeps walking cheerfully when other dogs bark at her, and tries to greet every random person she sees on the street.

For the visual identity, I wanted to create something playful, organic, and imperfect. Something that felt natural and real, just like animals. I created hand-drawn illustrations and doodles to create a visual world inspired by the imperfection of nature. Each beer takes on its own animal personality, with a unique set of illustrations, colour palette, and flavour profile. Every label tells a different story about what we can learn from that animal.

Additionally, the brand's philosophy is "shake off your day", comparing the feeling of getting a beer at the end of the day with how a dog gets excited when it's time for food.