Dogfish Head
ABOUT
Dogfish Head Craft Brewery, founded in 1995 in Delaware, is known for its innovative, "off-centered" approach to brewing. With a strong emphasis on creative experimentation and community connection, Dogfish Head has grown from the smallest commercial brewery in America to a beloved craft beer institution. Following their 2019 merger with Boston Beer Company, Dogfish Head continues to maintain their distinct brand identity centered around the mantra "off-centered ales for off-centered people."
As part of the Creative Services team at Boston Beer Company, I worked on numerous projects for Dogfish Head, developing designs that honored their rebellious spirit while maintaining brand consistency. The "Locals No Meter Meetup" project exemplifies my ability to translate local cultural insights into authentic brand experiences that resonate with community members.
PROJECT TYPE
Client Work - Dogfish Head
YEAR
2025
FIELDS
Graphic Design
Brand Identity
Event Marketing
CONCEPT
The "Locals No Meter Meetup" celebrated Rehoboth Beach residents before summer parking meters activated, marking the transition from "locals season" to tourist season. Drawing on this unique cultural milestone, I created a visual identity centered around parking meters with a "TIME EXPIRED" message—a playful nod to the end of free parking and the locals' last hurrah.
I incorporated subtle design details like meter time markings at 30, 60, 90, and 120 minutes—a reference to Dogfish Head's popular Minute IPA series. The graffiti-style "2025" element was strategically designed for easy updating in future years, creating a sustainable system for this annual event. Deliverables included social media graphics (for Instagram, Facebook, and their own website), 11x17 printed posters, and promotional and staff t-shirts.
PROCESS
Working within Dogfish Head's established visual language, I began by researching the cultural significance of parking meters in Rehoboth Beach and examining existing Dogfish Head event promotions. After developing initial concepts that balanced local relevance with brand consistency, I refined the design based on feedback from the creative team and Dogfish Head stakeholders.
The tight timeline required adaptable thinking, as I needed to modify my typical process while maintaining design quality. I did this by opting for thresholded image graphics as opposed to hand drawn illustration. The final system successfully translated across multiple formats—digital, print, and merchandise—creating a cohesive experience that resonated with the local community while strengthening Dogfish Head's connection to their hometown.
ADDITIONAL DOGFISH HEAD PROJECTS
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©2025 The Boston Beer Company, Boston, MA. All rights reserved. Artwork designed exclusively for The Boston Beer Company under a work for hire. All rights, title and goodwill remain the property of The Boston Beer Company and use of the artwork is limited to designer’s portfolio only.