danni goodman

my work

creative + branding + design + development

Breweries

Branding
Package Design

In past projects, I have crafted logos and packaging designs for various breweries, focusing on capturing each brand's unique story. I am showcasing two examples along with the inspiration behind each brand.

Hood’s Up Brewery

BRAND EXECUTION

I was inspired by vintage gas station signs and cars from the 1950s for the overall brand vision. Most of this iconic imagery is in a distinct shape with bold color, simple supporting colors and chrome.

It was important to be able to reduce the overall brand into something simpler, like an emblem you would see on the hood of a car.

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Primary logo of Hood’s Up Brewery printed on stationary, featuring a minimalist diamond-shaped design with the brewery’s name and a stylized fire icon at the top.
Primary Brand
Secondary logo of Hood’s Up Brewery on stationary, combining the "H" and the "U".
Secondary Emblem

PACKAGE DESIGN

Hood’s Up Brewery's packaging design merges 1950s retro flair with contemporary craft beer culture, featuring bold typography and a vibrant color palette.

Each can displays a stylized car grill, evoking the era's automotive spirit, while a repeating stripe pattern subtly represents speed and motion, enhancing the theme of classic hot rods.

Illustrator
Photoshop
InDesign
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Assorted craft beer cans from Hood's Up Brewery featuring various names, each with a unique color band and stylized typography.
Canned package design with bold colors for each style of beer.

New West Artisan Ales

CONCEPTUAL BRAND EXECUTION

The overall concept of New West Artisan Ales centers around their fictional location, California with a nod to the old westerns. The logo itself is a play on a simple compass.

I wanted to balance the boldness of the icon and with a sans-serif which communicates the brand’s artisanal focus. Creating a minimalistic design to ensure instant recognition and lasting impact.

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New West Artisan Ales business card featuring a minimalist black circle logo with a unique compass intertwined to the right of the letter '”W”.
Primary Brand
Black and white t-shirts for New West Artisan Ales, each featuring the brewery's logo above a green or yellow horizontal stripe.
Light and Dark T-Shirt Design

PACKAGE DESIGN

The packaging design for New West Artisan Ales combines a striking use of color blocks and bold typography to create an eye-catching and distinct identity for each beer style.

I included a 'WANTED' theme, reminiscent of an old western wanted poster but modernized. I used simple illustrations to complement the bold textual elements while maintaining a modern, handcrafted look.

Illustrator
Photoshop
InDesign
let's talk
I flattened out label appears to the left of the assorted beer can designs for New West Artisan Ales each with vibrant color bands and custom typography.
An open label appears to the left to show the nod to western wanted posters, accompanied by various canned package designs.