Samuel Adams


While working for Boston Beer Company, I designed a t-shirt that would be sold in their online store.

PROGRAMS  Illustrator

COMPANY  Boston Beer Company


Samuel Adams had recently gone through a rebranding effort, so there was an existing shirt that had a dated look and feel to it. I took the content and reworked it to fit out new brand.

I initially came up with a sleeker design, but didn't push the layout. As I continued to play around with it, I found a larger, less straightforward design made a viewer want to look at it more.

Screen Shot 2018-11-08 at 12.58.59

Original Design

Screen Shot 2018-11-08 at 12.59.16

Early Design

Screen Shot 2018-11-08 at 12.59.06


Final Design

The design I arrived at in the end took a lot of playing with and expanding on my original ideas for what this shirt could be. It was sold on the Samuel Adams store through 2018.