Counter Culture Brewing Company
Branding
AIGA Milwaukee hosted a home brewing competition that paired brewers with designers to develop a complete beer brand identity. Counter Culture Brewing Company was created around the idea of challenging convention and pushing against societal norms. My role focused on translating that rebellious attitude into a cohesive visual identity and branding system.
The double IPA Ugly American was conceived as a commentary on excess in both craft beer culture and American consumerism. With its abundant use of hops, high alcohol content, and resource-intensive brewing process, the beer draws a deliberate parallel to overbuilt, wasteful consumer symbols like the Hummer SUV.
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