Surly Brewing

Packaging, Custom Dieline Creation, Illustration, Apparel

This project is a conceptual rebrand and packaging for the existing brand, Surly Brewing Company, a craft brewery based in Minneapolis, Minnesota. They are most known for their gritty persona, heavily inspired by dive bars, dark corners, and an unapologetically bold attitude. 

The reimagined Skull Sampler introduces a fresh, playful visual identity while retaining the brand’s signature edge. Featuring dynamic, custom illustrations for each original flavor and vibrant details paired with sleek, matte black cans, this redesign elevates the overall aesthetic while making the packaging an unmistakable brand identifier. This concept strikes a balance between Surly’s rebellious roots, with a bold, modern twist infused with energy.