All Case Studies

Against the Grain Brewery

A decade of decadence and double IPAs

collage ofA Agaisnt the Grain can designs
collage ofA Agaisnt the Grain can designs
collage ofA Agaisnt the Grain can designs
collage ofA Agaisnt the Grain can designs

My Role:

Brand Identity

Packaging Design

Creative Direction

Illustration

Overview:

2011 – 2021

Craft Beer Industry

For ten years, I had the privilege of working closely with Against the Grain Brewery to establish, maintain, and grow their brand in an increasingly competitive market. From the very beginning, the focus was on capturing their rebellious spirit, irreverent humor, and unwavering commitment to quality. What started as a small brewpub in Kentucky has since grown into a global brand.

While there’s far too much work to showcase in one place, the images below offer a glimpse into the eclectic and unique brand we brought to life. This journey has been one of the most creatively fulfilling and enjoyable experiences of my career, and I'm proud to have played a part in it.

The impact Robby has made on Against the Grain Brewery is unparalleled. From startup to maturity, Robby has been a beacon and advocate for our brand. He has helped craft timeless and thoughtful designs that evolve alongside our brewery. His insight and proactive nature shine in every project we have collaborated on. I would recommend Robby's design work to anyone looking to make a splash with staying power for their branding needs.

Sam Cruz

Co-Founder, Against the Grain Brewery

The impact Robby has made on Against the Grain Brewery is unparalleled. From startup to maturity, Robby has been a beacon and advocate for our brand. He has helped craft timeless and thoughtful designs that evolve alongside our brewery. His insight and proactive nature shine in every project we have collaborated on. I would recommend Robby's design work to anyone looking to make a splash with staying power for their branding needs.

Sam Cruz

Co-Founder, Against the Grain Brewery

The impact Robby has made on Against the Grain Brewery is unparalleled. From startup to maturity, Robby has been a beacon and advocate for our brand. He has helped craft timeless and thoughtful designs that evolve alongside our brewery. His insight and proactive nature shine in every project we have collaborated on. I would recommend Robby's design work to anyone looking to make a splash with staying power for their branding needs.

Sam Cruz

Co-Founder, Against the Grain Brewery

The impact Robby has made on Against the Grain Brewery is unparalleled. From startup to maturity, Robby has been a beacon and advocate for our brand. He has helped craft timeless and thoughtful designs that evolve alongside our brewery. His insight and proactive nature shine in every project we have collaborated on. I would recommend Robby's design work to anyone looking to make a splash with staying power for their branding needs.

Sam Cruz

Co-Founder, Against the Grain Brewery

Brand foundation

Image of Against the Grain logo designs
Image of Against the Grain logo designs
Image of Against the Grain logo designs
Image of Against the Grain logo designs

Primary logos

Image of Against the Grain badge designs
Image of Against the Grain badge designs
Image of Against the Grain badge designs
Image of Against the Grain badge designs

Badges

Image of Against the Grain secondary flash elements
Image of Against the Grain secondary flash elements
Image of Against the Grain secondary flash elements
Image of Against the Grain secondary flash elements

Secondary flash elements

Image of Against the Grain hand drawn typeface
Image of Against the Grain hand drawn typeface
Image of Against the Grain hand drawn typeface
Image of Against the Grain hand drawn typeface

Hand drawn typeface

Character design

Each character embodies one of six core beer styles, serving as the foundation for all of the beer recipes. These characters are integral to the brand's identity, appearing prominently across packaging, point of purchase displays, the website, and more.

Image of the Against the Grain character Dark
Image of the Against the Grain character Dark
Image of the Against the Grain character Dark
Image of the Against the Grain character Dark
Image of the Against the Grain character Hops
Image of the Against the Grain character Hops
Image of the Against the Grain character Hops
Image of the Against the Grain character Hops
Image of the Against the Grain character Session
Image of the Against the Grain character Session
Image of the Against the Grain character Session
Image of the Against the Grain character Session
Image of the Against the Grain character Smoke
Image of the Against the Grain character Smoke
Image of the Against the Grain character Smoke
Image of the Against the Grain character Smoke
Image of the Against the Grain character Malt
Image of the Against the Grain character Malt
Image of the Against the Grain character Malt
Image of the Against the Grain character Malt
Image of the Against the Grain character Whim
Image of the Against the Grain character Whim
Image of the Against the Grain character Whim
Image of the Against the Grain character Whim

Packaging

Over the years, we transitioned from bottles to primarily cans, solidifying a core lineup of best-sellers while also exploring a range of experimental brews and exciting collaborations. These are a some of my personal favorites. Each one stands out in its own way, yet the entire body of work is unified by the consistent presence of our six brand characters.

Image of the Against the Grain A Beer can
Image of the Against the Grain A Beer can
Image of the Against the Grain A Beer can
Image of the Against the Grain A Beer can
Image of the Against the Grain Brown Note can
Image of the Against the Grain Brown Note can
Image of the Against the Grain Brown Note can
Image of the Against the Grain Brown Note can
Image of the Against the Grain Citra Ass Down can
Image of the Against the Grain Citra Ass Down can
Image of the Against the Grain Citra Ass Down can
Image of the Against the Grain Citra Ass Down can
Image of the Against the Grain 35k can
Image of the Against the Grain 35k can
Image of the Against the Grain 35k can
Image of the Against the Grain 35k can
Image of the Against the Grain 70k can
Image of the Against the Grain 70k can
Image of the Against the Grain 70k can
Image of the Against the Grain 70k can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Jorge Castanar can
Image of the Against the Grain Jorge Castanar can
Image of the Against the Grain Jorge Castanar can
Image of the Against the Grain Jorge Castanar can
Image of the Against the Grain Pile of Facer can
Image of the Against the Grain Pile of Facer can
Image of the Against the Grain Pile of Facer can
Image of the Against the Grain Pile of Facer can
Image of the Against the Grain Rico Sauvin can
Image of the Against the Grain Rico Sauvin can
Image of the Against the Grain Rico Sauvin can
Image of the Against the Grain Rico Sauvin can
Image of the Against the Grain Loo-a-vuhl can
Image of the Against the Grain Loo-a-vuhl can
Image of the Against the Grain Loo-a-vuhl can
Image of the Against the Grain Loo-a-vuhl can
Image of the Against the Grain Bo & Luke can
Image of the Against the Grain Bo & Luke can
Image of the Against the Grain Bo & Luke can
Image of the Against the Grain Bo & Luke can
Image of the Against the Grain old A Beer can
Image of the Against the Grain old A Beer can
Image of the Against the Grain old A Beer can
Image of the Against the Grain old A Beer can
Image of the Against the Grain Bloody Showcan
Image of the Against the Grain Bloody Showcan
Image of the Against the Grain Bloody Showcan
Image of the Against the Grain Bloody Showcan
Image of the Against the Grain Bragnarok can
Image of the Against the Grain Bragnarok can
Image of the Against the Grain Bragnarok can
Image of the Against the Grain Bragnarok can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Everbody Wants Some can
Image of the Against the Grain Coq de la Marche can
Image of the Against the Grain Coq de la Marche can
Image of the Against the Grain Coq de la Marche can
Image of the Against the Grain Coq de la Marche can
Image of the Against the Grain Broyen can
Image of the Against the Grain Broyen can
Image of the Against the Grain Broyen can
Image of the Against the Grain Broyen can
Image of the Against the Grain Knupp can
Image of the Against the Grain Knupp can
Image of the Against the Grain Knupp can
Image of the Against the Grain Knupp can
Image of the Against the Grain Lich can
Image of the Against the Grain Lich can
Image of the Against the Grain Lich can
Image of the Against the Grain Lich can
Image of the Against the Grain Zerb can
Image of the Against the Grain Zerb can
Image of the Against the Grain Zerb can
Image of the Against the Grain Zerb can
Image of the Against the Grain Flesh Gourdon can
Image of the Against the Grain Flesh Gourdon can
Image of the Against the Grain Flesh Gourdon can
Image of the Against the Grain Flesh Gourdon can
Image of the Against the Grain Kaman Knuddeln can
Image of the Against the Grain Kaman Knuddeln can
Image of the Against the Grain Kaman Knuddeln can
Image of the Against the Grain Kaman Knuddeln can
Image of the Against the Grain London Balling can
Image of the Against the Grain London Balling can
Image of the Against the Grain London Balling can
Image of the Against the Grain London Balling can
Image of the Against the Grain Overcompensation 1 can
Image of the Against the Grain Overcompensation 1 can
Image of the Against the Grain Overcompensation 1 can
Image of the Against the Grain Overcompensation 1 can
Image of the Against the Grain Overcompensation 2can
Image of the Against the Grain Overcompensation 2can
Image of the Against the Grain Overcompensation 2can
Image of the Against the Grain Overcompensation 2can
Image of the Against the Grain Retitled Pils can
Image of the Against the Grain Retitled Pils can
Image of the Against the Grain Retitled Pils can
Image of the Against the Grain Retitled Pils can
Image of the Against the Grain Sho Nuff can
Image of the Against the Grain Sho Nuff can
Image of the Against the Grain Sho Nuff can
Image of the Against the Grain Sho Nuff can
Image of the Against the Grain SS KY can
Image of the Against the Grain SS KY can
Image of the Against the Grain SS KY can
Image of the Against the Grain SS KY can
Image of the Against the Grain Too Dumb To Be Evilcan
Image of the Against the Grain Too Dumb To Be Evilcan
Image of the Against the Grain Too Dumb To Be Evilcan
Image of the Against the Grain Too Dumb To Be Evilcan
Image of the Against the Grain Watermelon Naappy Roots Collab can
Image of the Against the Grain Watermelon Naappy Roots Collab can
Image of the Against the Grain Watermelon Naappy Roots Collab can
Image of the Against the Grain Watermelon Naappy Roots Collab can

In the wild

These images act as a visual diary, capturing the journey of bringing the brand to life across various platforms. From towering 8-foot puppets to collaborations with hip-hop artists, our goal wasn't just to build a brand but to nurture a vibrant craft beer culture grounded in eccentricity.

Image of the Against the Grain cans in cooler
Image of the Against the Grain cans in cooler
Image of the Against the Grain cans in cooler
Image of the Against the Grain cans in cooler
Image of the Against the Grain Attila the Hen bottle
Image of the Against the Grain Attila the Hen bottle
Image of the Against the Grain Attila the Hen bottle
Image of the Against the Grain Attila the Hen bottle
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the Against the Grain A Beer canning line
Image of the Against the Grain A Beer canning line
Image of the Against the Grain A Beer canning line
Image of the Against the Grain A Beer canning line
Image of the Against the Grain A Beer Statue of Libery and Unlce Sam costumes
Image of the Against the Grain A Beer Statue of Libery and Unlce Sam costumes
Image of the Against the Grain A Beer Statue of Libery and Unlce Sam costumes
Image of the Against the Grain A Beer Statue of Libery and Unlce Sam costumes
Image of the Against the Grain Bo & Luke bottle with food
Image of the Against the Grain Bo & Luke bottle with food
Image of the Against the Grain Bo & Luke bottle with food
Image of the Against the Grain Bo & Luke bottle with food
Image of the Against the Grain cans stacked on palettes
Image of the Against the Grain cans stacked on palettes
Image of the Against the Grain cans stacked on palettes
Image of the Against the Grain cans stacked on palettes
Image of the Against the Grain Cira Ass Down cans and March madness POS
Image of the Against the Grain Cira Ass Down cans and March madness POS
Image of the Against the Grain Cira Ass Down cans and March madness POS
Image of the Against the Grain Cira Ass Down cans and March madness POS
Image of the Against the Grain Pile Of Face cans in cardboard holder
Image of the Against the Grain Pile Of Face cans in cardboard holder
Image of the Against the Grain Pile Of Face cans in cardboard holder
Image of the Against the Grain Pile Of Face cans in cardboard holder
Image of the Against the Grain petainer keg in cardboard box
Image of the Against the Grain petainer keg in cardboard box
Image of the Against the Grain petainer keg in cardboard box
Image of the Against the Grain petainer keg in cardboard box
Image of the Against the Grain A Beer POS
Image of the Against the Grain A Beer POS
Image of the Against the Grain A Beer POS
Image of the Against the Grain A Beer POS
Image of the Against the Grain A Beer signage
Image of the Against the Grain A Beer signage
Image of the Against the Grain A Beer signage
Image of the Against the Grain A Beer signage
Image of the Against the Grain signage
Image of the Against the Grain signage
Image of the Against the Grain signage
Image of the Against the Grain signage
Image of the Against the Grain Baaby Schlager bottle and cans
Image of the Against the Grain Baaby Schlager bottle and cans
Image of the Against the Grain Baaby Schlager bottle and cans
Image of the Against the Grain Baaby Schlager bottle and cans
Image of the Against the Grain in Beer and Brewing magazine
Image of the Against the Grain in Beer and Brewing magazine
Image of the Against the Grain in Beer and Brewing magazine
Image of the Against the Grain in Beer and Brewing magazine
Image of the Against the Grain Sexy Saxon beer bottle
Image of the Against the Grain Sexy Saxon beer bottle
Image of the Against the Grain Sexy Saxon beer bottle
Image of the Against the Grain Sexy Saxon beer bottle
Image of the Against the Grain's Nappy Roots collab beer event
Image of the Against the Grain's Nappy Roots collab beer event
Image of the Against the Grain's Nappy Roots collab beer event
Image of the Against the Grain's Nappy Roots collab beer event
Image of the Against the Grain puppets made by Squallis Puppeteers
Image of the Against the Grain puppets made by Squallis Puppeteers
Image of the Against the Grain puppets made by Squallis Puppeteers
Image of the Against the Grain puppets made by Squallis Puppeteers
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity

Watch the Against the Grain puppets in action. Handmade by the talented duo at Squallis Puppeteers.

Image of the Against the Grain Bo & Luke branding
Image of the Against the Grain Bo & Luke branding
Image of the Against the Grain Bo & Luke branding
Image of the Against the Grain Bo & Luke branding
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the pitch deck slide highlighting the market opportunity
Image of the Against the Grain retired beer tombstones
Image of the Against the Grain retired beer tombstones
Image of the Against the Grain retired beer tombstones
Image of the Against the Grain retired beer tombstones
Image of the Against the Grain You Lucky Bastard
Image of the Against the Grain You Lucky Bastard
Image of the Against the Grain You Lucky Bastard
Image of the Against the Grain You Lucky Bastard
Image of the Against the Grain Cluck Cluck
Image of the Against the Grain Cluck Cluck
Image of the Against the Grain Cluck Cluck
Image of the Against the Grain Cluck Cluck
Image of the Against the Grain Wiggity Woo
Image of the Against the Grain Wiggity Woo
Image of the Against the Grain Wiggity Woo
Image of the Against the Grain Wiggity Woo
Image of the Against the Grain website spot illustrations
Image of the Against the Grain website spot illustrations
Image of the Against the Grain website spot illustrations
Image of the Against the Grain website spot illustrations

Conclusion

Working with the team at Against the Grain over the years was an incredibly valuable experience, offering countless opportunities for growth as a designer and illustrator. It pushed me to embrace the weird, to find the line you're not supposed to cross—and then boldly push a toe beyond it.

If you’re looking to poke the bear with your brand, please get in touch!

Robby was a pleasure to work with for nearly a decade. His deep understanding of the brand's essence allowed him to consistently deliver designs that were both visually stunning and strategically sound. He consistently brought fresh and unique perspectives to projects, helping to refine and strengthen the brand identity. Robby's collaborative approach and dedication to excellence made him an invaluable asset to our team and ultimately, the brand.

Jessy Harding

Asst. Director of Operations, Against the Grain Brewery

Robby was a pleasure to work with for nearly a decade. His deep understanding of the brand's essence allowed him to consistently deliver designs that were both visually stunning and strategically sound. He consistently brought fresh and unique perspectives to projects, helping to refine and strengthen the brand identity. Robby's collaborative approach and dedication to excellence made him an invaluable asset to our team and ultimately, the brand.

Jessy Harding

Asst. Director of Operations, Against the Grain Brewery

Robby was a pleasure to work with for nearly a decade. His deep understanding of the brand's essence allowed him to consistently deliver designs that were both visually stunning and strategically sound. He consistently brought fresh and unique perspectives to projects, helping to refine and strengthen the brand identity. Robby's collaborative approach and dedication to excellence made him an invaluable asset to our team and ultimately, the brand.

Jessy Harding

Asst. Director of Operations, Against the Grain Brewery

Robby was a pleasure to work with for nearly a decade. His deep understanding of the brand's essence allowed him to consistently deliver designs that were both visually stunning and strategically sound. He consistently brought fresh and unique perspectives to projects, helping to refine and strengthen the brand identity. Robby's collaborative approach and dedication to excellence made him an invaluable asset to our team and ultimately, the brand.

Jessy Harding

Asst. Director of Operations, Against the Grain Brewery

See work I created for another Against the Grain establishment.

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Image of the Public House brewpub monogram design

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Image of the Public House brewpub monogram design

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Brand Identity, Lettering, Signage, Creative Direction

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