Project file
South Reno Fermentory
South Reno, NV
2024
The story
Built the identity around The Feral Crew — illustrated characters tied to each flagship beer, meant to feel a little wild and unpredictable so fans connect with the brewery on a personal level. Every layout, from typography to can art, was planned for screen printing and packaging production from the start. A high-contrast, earthy palette keeps it grounded without losing the rebellious edge.
A cohesive brewery world — from flagship can art to merch — that flexes across releases without ever losing the untamed feel that makes it recognizable on a shelf.
Deliverables
Creative Direction
The brief was to build a brand with edge that still held together — something that could stand out in a crowded craft-beer aisle without turning into visual noise. The direction leans into high contrast and earthy, slightly unfiltered color, planned around screen printing and merchandising from the very first sketch rather than designed pretty and adapted later.
PRODUCTION NOTE
The Feral Crew
The identity is carried by a cast, not a single mark: The Feral Crew, a set of illustrated mascots — Dusty's Feral Haze, Sunfade IPA, Rico's Ember Stout, Amp's Runaway Rye — each tied to its own flagship beer. The illustration style is meant to feel a little wild and unpredictable on purpose, so fans connect with a character, not just a can.
Can System & Merch
Every can in the lineup shares one label architecture — logo lockup, flavor name, mascot art — so a six-pack reads as a family from across the shop, even with four different characters on it. The same system extends to shirts, hats, and event graphics for beer drops, so the brand looks the same whether it's on a shelf or on someone's back.
Field Notes
South Reno Fermentory is proof that "cohesive" and "wild" aren't opposites — they just need one shared piece of architecture underneath the chaos. That's the label system: fixed logo position, fixed name treatment, one rule that lets four completely different mascots still belong to the same brewery.
FROM THE LAUNCH FLIGHT
