Lakemaid Beer — Design & Branding

Lakemaid Beer introduced the world to freshwater mermaids, and I helped build the mythology around these new creatures with a mix of reverence and whimsy. In addition to the packaging and poster design, I created a range of non-traditional materials, including a bottlecap fishing game, a Spotter’s Guide catalog, and web films. My role across these projects included concepting, photoshoot direction, and design.