When the owner of the company has the logo tattooed on his back, there is bound to be intense scrutiny with every step in the evolution. I helped redraw the Honu logo for Maui Brewing and added a new bold wordmark to complement the identity. For packaging I proposed created a design system celebrating the culture and location of the brewery in Maui, Hawaii. I worked closely with Polynesian tattoo artist Orly Locquiao to develop the illustrations adorning each can.
Credits:
Creative Directors: Marty Butler, Adam Butler
Design Direction, Design: Jacob Carter
Illustration: Orly Locquiao, Jacob Carter
Copywriter: Jeremy Spencer
Work completed at The Butler Bros in Austin, TX