Led the design of a custom beer crowler/growler label for Meijer, creating a distinctive brand expression intended to stand out at shelf while celebrating the company’s heritage and local market identity.

The design drew inspiration from Meijer’s history, incorporating a stylized reference to the company’s first delivery truck with the Grand Rapids skyline in the background. This local connection was especially meaningful given Grand Rapids’ reputation as “Beer City USA,” a nod to the region’s strong craft brewing culture and its appeal to beer enthusiasts and tourists alike.

Leadership’s goal was to develop a design that felt more memorable than a standard package label—something customers would view not only as functional packaging, but also as a collectible or souvenir item. The final concept balanced storytelling, local pride, and visual impact to create a piece that resonated with both Meijer customers and visiting beer tourists.

The design was extended beyond the package itself into local marketing, in-store applications, and branded merchandise including T-shirts and other breweriana, creating a cohesive and highly recognizable expression of the program.