When I took on the Peace Tree Brewing redesign, I knew this wasn't just about updating a logo—it was about honoring a brand with deep roots in Iowa's craft beer culture while helping the brand grow into a new chapter.

Peace Tree has always had an unmistakable artistic presence, evident in its cans, packaging, and taprooms. As Iowa’s first 100% woman-owned brewery, Peace Tree has a unique brand story, highlighted by award-winning beers such as Blonde Fatale and Get a Little Hazy. My goal was to visually express and evolve that brand story while creating a scalable design system for future growth.

The new design features a "liquid wood grain" on the cans and packaging that carries a pouring effect and pays homage to the history of the Big Sycamore tree, which now resides in a lake. The expanded vibrant color palette was inspired by the seasons and holidays when people gather to share a brew with friends and family with all colors being complimentary, celebratory, and warm.

The handwritten font honored the previous handwritten aesthetic, maintaining a human touch that felt personal and approachable. The existing Peace Tree “tree” icon was simplified and integrated into the branding as a foundational element, providing more flexibility across print and digital platforms while keeping their identity grounded in the name.

As part of this evolution, the shift from bottles to cans was a significant consideration for Peace Tree's rebranding as the craft brewery transitioned to can packaging. With their new high-speed canning line, every element of the redesign had to work across different formats and sizes without losing shelf presence. The refreshed design displayed the Peace Tree logo on the front of every can and packaging, giving the brand more recognition on store shelves, in local taprooms, and in restaurants across Iowa.

More than anything, I wanted the redesign to feel like a natural progression, not a reinvention, by keeping the core spirit intact using vibrant colors and a more scalable approach to help the brand stand confidently in a crowded craft beer market.

Work done as lead designer at Meld Marketing. Peace Tree Brewing was acquired by Backpocket Brewing in November 2024.