Chapman Craft Beer

The Challenge

Chapman Crafted Beer, a micro brewery in Orange, California, wanted to launch a limited-edition Zodiac Series featuring all twelve zodiac signs. The project needed to stand out in a crowded craft beer market while remaining cost-effective for a small brewery's budget and production capabilities.

My Role

Art Director at Sonnyside Up

The Solution

I designed a cohesive 12-label series featuring custom celestial illustrations for each zodiac sign. The design centered on a cosmic gradient wheel displaying all twelve symbols, with the featured sign highlighted at the center and its constellation illustrated below in geometric linework. Metallic silver foil substrate created a shimmering starfield effect across the deep space background—achieving a premium look while keeping costs manageable. I also redesigned the PourStats table to align with the astrological theme, establishing a new standard format for all Chapman Crafted labels.

The Impact

The Zodiac Series increased sales and positioned Chapman Crafted as an innovative brewery in the local market. Customer demand turned the series into a collectible phenomenon that expanded beyond beer into merchandise—shirts, coasters, glassware, and more. The series has evolved year-over-year, with each release generating anticipation and driving repeat purchases.

Credits

Photography
Chapman Craft Beer

Printer
Resource Label Co

Agency
Sonnyside Up

Kenley Tiesmeyer, Art Director