OVERVIEW

We partnered with Mac & Jack’s as they embarked on a brand refresh, recognizing the strong equity and roots they had built over decades as one of the original craft breweries, and for many, their very first craft beer. The challenge was evolving that legacy without losing it, shifting perception away from a “dad beer” and toward something that could resonate with a younger audience. Guiding the team toward a more expressive, illustration-led approach to expand the brand identity, creating a system that felt distinctly Northwest, handcrafted, unique, and approachable. In close collaboration with their marketing team, we developed a new illustration style and brought it to life across a wide range of touchpoints, beginning with refreshed can packaging that signals both heritage and forward momentum.