Joshua Beer is a new crisp California lager brewed with love from Joshua Tree, California.

I embarked on this self-initiated project with two friends who share a deep appreciation for beer. We referenced Joshua Tree National Park as a point of inspiration and created a beer identity revolving around it. The logoform is inspired by the park’s iconic boulder formations, while the color scheme is a reflection of the sandy and gravelly grounds. We paired the identity with playful illustrations that add a lighthearted and fun personality to the beer’s identity. Cheers, salud!

Joshua Beer           
Brand Identity, Packaging, Illustration

Designed with Ella Lee & Peace Park (2020).
Model: Peace Park.
Location: Joshua Tree Nat’l Park.

Los Angeles, CA