ATTITUDE BREWING COMPANY
BARRIO LOGAN, CALIFORNIA
Over the course of two years, I collaborated with Attitude Brewing Company on a variety of creative projects, including limited-edition beer labels and a large-scale hand-painted mural. Each project began with conversations about the brewery's ideas, history, and values, then developed into illustrations that balanced traditional brewing influences with Attitude's playful personality. I worked directly with the owners and brewmasters throughout the process, refining concepts together from initial sketches to final production
Services
Illustration
Packaging Design
Mural
PILS, BITTE!
Can Label Illustration, Made with Procreate (2022)
After Attitude Brewing Company earned a World Beer Cup bronze medal for its German Pilsner in 2021, they wanted a limited-edition label that celebrated the award while staying true to traditional German beer culture. The design needed to feel classic without looking outdated and remain approachable for a broad audience.
BEHIND THE WORK
The brewmaster who created the recipe for Pils, Bitte! shared examples of vintage German beer advertisements and Art Deco graphics as reference for the can label. Together, we refined the concept into a clean composition with a more contemporary illustration style that played directly to the name of the beer (Pilsner, please!) that translated very well to a chrome-printed background.
Reference image
Reference image
Digital rendering of label
Final chrome can label
RESULT
The final label became one of Attitude's most recognizable releases and led to additional commissioned illustration work for the brewery.
Pils, bitte! being canned inside Attitude Brewing Company. The staff at Attitude invited me to record footage and observe the canning process for my can design label. The relationship I cultivated with Attitude that allowed me to gain a more extensive knowledge of brewing and the entire process from start to finish.
NOSTALGIC
Can Label Illustration, Made with Procreate (2022)
Following the success of Pils, Bitte!, Attitude asked me to create another illustrated label for a pale ale called Nostalgic. They wanted the artwork to capture memories of growing up with classic technology and video games.
BEHIND THE WORK
The owner requested several specific objects, including an Asteroids arcade cabinet. I expanded the concept by illustrating other familiar devices from the same era and arranged them as if they had been sketched across a notebook page. Although the illustrations were created digitally, I used traditional shading techniques to give them the look of hand-drawn pen sketches.
Digital sketch of Asteroids arcade game
Digital sketch of Nintendo 64 gaming console
Digital sketch of Tamagotchi
RESULT
The finished label celebrated analog technology through detailed illustration while remaining playful and easy to recognize from a distance. It became another piece in Attitude's growing collection of artist-designed beer labels.
INDOOR MURAL
Acrylic Paint, 6 ft x 8 ft (2023)
As Attitude Brewing Company renovated its Barrio Logan location, I was commissioned to create a large-scale mural inspired by the brewery's colorful logo. The goal wasn't to reproduce the logo itself, but to reinterpret it as something visitors would experience when walking into the space.
BEHIND THE WORK
I began by studying the different hop varieties used in brewing and developed a concept that transformed them into an abstract explosion of color that the owner of Attitude explicitly requested for this design. After presenting digital renderings, I painted the mural by hand over several months, adapting details as the piece evolved on the wall.
Attitude Logo
Proposed mural wall
Digital rendering
RESULT
The completed mural became a permanent part of the brewery and one of the most rewarding projects I've worked on. Because it was painted in a public space, customers often stopped to watch the progress, which made the process feel just as meaningful as the finished piece.
Installation in progress
Installation in progress
Finished mural in the brewery