The original.

A light, refreshing ale born on California’s Central Coast and meant to be put down cold. 805 Beer was created for those fueled by curiosity, independence, and the constant pursuit of the path less traveled—where the mountains meet the sea and the road always leads somewhere new.

Rooted in place and attitude, 805 is more than a beer—it’s a lifestyle brand inspired by the Central Coast’s easygoing pace, outdoor culture, and understated confidence. From its name to its clean, iconic packaging, every detail reflects authenticity, simplicity, and a deep connection to where it’s made.

I led brand creation, creative direction, and packaging design, guiding the evolution of 805 from its earliest expression into a nationally recognized brand. This work included developing the visual identity system, packaging architecture, and storytelling framework, while continually refining the brand as it grew in scale and reach.

As the brand evolved, I collaborated closely with 805 Brand Managers and the Art Director to expand the system across seasonal releases, retail environments, marketing campaigns, and national distribution—ensuring consistency, clarity, and cultural relevance at every touchpoint.

Since 2012, our brewing team has crafted 805 Beer on California’s Central Coast. To this day, it continues to be brewed, packaged, and shipped cold from California—remaining true to its origins while resonating with drinkers far beyond the coast it calls home.

Brand Creation: Andrew Wickstrom

Brand Managers: Troy Powell and Nathan Sheetz

Art Director: Alyssa Hornby

Before moving into CPG and creative direction, I spent over eight years designing footwear at Reef, immersed in a brand deeply rooted in surf culture, freedom, and life lived between land and sea.

Reef’s brand story has always been about more than sandals—it’s about escaping the everyday, embracing a laid-back mindset, and designing products that support a spontaneous, active lifestyle. Born in Southern California and shaped by global surf culture, Reef sits at the intersection of performance, lifestyle, and irreverent fun. The brand doesn’t chase trends; it reflects how its consumers actually live—barefoot when possible, board under arm, beer in hand, and always ready for whatever comes next.

I was part of the core team that created the Fanning Sandal, one of Reef’s most iconic and best-selling products. The built-in bottle opener in the outsole wasn’t a gimmick—it was a piece of storytelling embedded directly into the product, perfectly aligned with the brand’s beach-first, post-surf mentality. Paired with real performance features—support, durability, and comfort—the design struck a chord with consumers and became a defining symbol of Reef’s personality: clever, functional, and unapologetically fun.

Beyond individual products, I led seasonal footwear collections from concept through production, managing line plans that balanced innovation with commercial reality. My role required constant collaboration with development and sourcing teams, navigating factory constraints, materials, costing, and timelines while protecting design intent. I also traveled extensively for trade shows, retail meetings, and market research, staying closely connected to both the action sports community and the evolving needs of our customers.

The pace was fast, the expectations high, and the feedback immediate—but that environment shaped how I still work today. Reef taught me the importance of grounded design: listening first, solving real problems, respecting the realities of production, and never losing sight of the consumer. It was a brand built on authenticity and joy, and the lessons from that chapter continue to influence how I approach storytelling, product creation, and creative leadership across every category I’ve worked in since.

2005 SIMA Image Awards Winner Product Innovation of the Year Reef "Mick Fanning" Sandal.

Design Manager: Andrew Wickstrom

Design Director: John Eades

Developer: Joel Barrie

JUICY. HAZY. TROPICAL.

From the coast of California comes Mind Haze—a beer I conceived and branded from the ground up. Juicy, fresh, and layered with an imaginative spectrum of tropical hop flavors, Mind Haze was designed as a free-spirited hazy IPA made to elevate perception and challenge expectations.

I developed the Mind Haze brand identity, naming, visual language, and packaging system to stand apart in a rapidly growing hazy IPA category—balancing bold personality with clarity, credibility, and shelf impact. The goal was to create a modern icon: expressive yet refined, playful yet purposeful, and unmistakably Firestone Walker.

Launched nationally in early 2019, Mind Haze became Firestone Walker’s first nationwide hazy IPA release and quickly grew into the brewery’s second top-selling brand, alongside 805. Its success helped redefine the brewery’s presence in the hazy IPA space while expanding its reach to a new generation of drinkers.

On the brewing side, Mind Haze was developed after a full year of experimentation at Firestone Walker’s Propagator R&D brewhouse in Venice, California. Brewed “the Firestone way,” it broke convention with explosive hop aromatics, a lush, creamy mouthfeel, and industry-leading shelf stability for a hazy IPA.

Juicy, tropical, and intentionally expressive, Mind Haze pairs bold flavor with equally bold branding—proof that thoughtful brand creation and design can help drive both cultural relevance and commercial success.

Brand Creation: Andrew Wickstrom

Film Creative Director: Dustin Hinz

Agency: Hey Beautiful Jerk

Producer: Nathan Sheetz

Redefining Classics, Breeding Innovation

Firestone Walker Brewing Company is one of California’s most respected craft breweries — rooted in Paso Robles, built by brewers who value quality, place, and evolution. Founded in 1996 by Adam Firestone and David Walker, the brewery began with humble beginnings and grew into a craft powerhouse known for both time-honored beer styles and boundary-pushing innovations. 

I was honored to lead the rebrand of Firestone Walker’s core portfolio — bridging the legacy of its storied classics with a fresh, contemporary identity that positions both heritage beers and new innovations for continued growth and relevance.

At its core, Firestone Walker has always brewed with an intent: beer before glory — a mantra that speaks to craftsmanship over hype, quality over compromise, and substance that earns its place in culture.  The challenge was to translate this deeply rooted ethos into a brand system that would honor its past while giving the brewery room to grow.

Art Director: Andrew Wickstrom

Designer: Luc Doucedame

Illustrator: Steven Noble

UGG’s brand story has expanded from its heritage as a California-born, shearling-rooted comfort icon into a global lifestyle brand that balances warmth and ease with fashion relevance, cultural connection, and seasonal versatility. The challenge—and opportunity—was to honor what made UGG iconic while pushing the brand forward for a new, style-conscious consumer.

Working closely with Product Line Managers, I helped translate this evolving narrative into seasonal footwear collections that felt modern, intentional, and emotionally resonant. Each season’s storytelling was informed by consumer insights, cultural shifts, and global trend direction—whether that meant recontextualizing core silhouettes with updated proportions, materials, and colors, or introducing new styles that expanded UGG’s relevance beyond cold weather and classic boots.

My focus on color and material design played a key role in reinforcing these stories. Palettes were developed to support seasonal moods and narratives—soft neutrals that emphasized comfort and tactility, fashion-forward hues that elevated silhouettes, and material choices that blended UGG’s signature warmth with lighter, more versatile constructions. These decisions helped refresh core franchises while maintaining continuity with the brand’s DNA.

In parallel, I collaborated closely with development and sourcing teams to ensure that every design met cost targets, production timelines, and feasibility standards. This ensured the storytelling translated seamlessly from concept to product—delivering footwear that was not only creatively compelling, but also scalable and commercially viable across global markets.

The result was product work that supported UGG’s broader brand evolution—bridging heritage and innovation, comfort and fashion, and storytelling and performance—while helping the brand continue to resonate with both longtime fans and new consumers worldwide.

Limited Releases & Innovation Platform

I oversaw creative direction, branding, and packaging for all limited-release beers in the Venice Propagator Series—Firestone Walker’s experimental platform developed at the Propagator R&D brewhouse in Venice, California. My role was to create and manage a flexible visual system that supported rapid innovation, allowed each release to feel distinct, and maintained a cohesive brand presence. The series served as a creative testbed for new styles and ideas, informing future national releases and broader brand evolution.

Brand System: Andrew Wickstrom

Artwork: Various Artists

Premium Barrel-Aged Program

Craftsmanship and innovation converge through Firestone Walker’s most premium barrel-aged beers. As Art Director, I led creative direction for the brewery’s top-tier specialty portfolio—curating the brand presence, visual identity, and storytelling for a collection widely regarded as one of the most respected barrel-aged programs in craft beer.

This work encompassed high-end, world-class packaging and branding designed to reflect the rarity, complexity, and provenance of each beer. Every SKU required a bespoke yet cohesive approach—balancing refinement, restraint, and craftsmanship while maintaining a clear connection to the Firestone Walker brand. Materials, finishes, typography, and structural details were all considered with a luxury mindset, elevating the physical experience to match the beer inside.

Beyond packaging, I developed and directed 360° marketing campaigns for the entire lineup, spanning retail, digital, experiential, point-of-sale, and on-premise environments. These campaigns reinforced the program’s premium positioning, supported limited-release launches, and deepened engagement with collectors and craft-focused consumers.

The result was a unified, elevated brand system that honored tradition while embracing innovation—helping position Firestone Walker’s barrel-aged offerings as modern icons within the craft beer landscape.

Creative Director: Andrew Wickstrom

Photography: Julian Peck

Hyper-Premium Membership Program

Firestone Walker’s Brewmaster’s Collective is the brewery’s first-ever beer club—an exclusive, members-only program designed to showcase the highest level of craftsmanship, creativity, and access within the Firestone Walker portfolio.

Limited to just 1,000 members, the program featured 25 total beers, including 16 world-exclusive releases created specifically for the Collective, alongside four Venice Propagator limited releases. Working in close collaboration with Brewmaster Matt Brynildson, the program was curated to provide members with unprecedented access to the brewery’s most innovative thinking—both in the glass and beyond it.

As Art Director, I led the creative direction and execution for the entire program, ensuring every touchpoint delivered on the hyper-premium promise of the experience. This included developing the visual identity and storytelling framework for the Collective, along with overseeing high-end product design, packaging, photography, video, and digital experiences that reinforced exclusivity, craftsmanship, and collectability.

The program extended beyond physical product to include virtual tastings for each of the four collections, allowing members to engage directly with the brewers and deepen their understanding of each release. Creative assets were designed to support these moments of connection—bringing the brewery, the brewmaster, and the beers into members’ homes in a cohesive, elevated way.

The result was a fully realized, luxury-level brand experience—one that blended innovation, access, and storytelling into a cohesive membership program and positioned Firestone Walker at the forefront of premium direct-to-consumer engagement in craft beer.

Brand Creation: Andrew Wickstrom

Design: Matt Beck

Photography: Julian Peck

Copywriting: Sean Weir

Video: Lee Diskin

Wild Ale Program — Imaginative Beers, Untamed Expression

Imaginative beers dedicated to all things wild—this passion-driven program was conceived as a creative outlet for exploring spontaneous fermentation, mixed cultures, and barrel-aged expressions that pushed beyond conventional beer styles.

I created the brand identity, naming, and high-end specialty packaging for this project, designing a visual world that felt expressive, artful, and unapologetically unconventional. The branding was intentionally crafted to mirror the unpredictability and nuance of wild beer itself—layered, tactile, and visually distinctive—while maintaining a refined, premium sensibility.

Each release was treated as a collectible object, with packaging and materials chosen to elevate the experience and signal rarity, craftsmanship, and intent. The system allowed for creative freedom across individual beers while maintaining a cohesive identity that unified the program as a whole.

In addition to packaging, I led 360° marketing campaigns spanning photography, video, digital storytelling, retail support, and experiential moments—bringing the narrative of wild fermentation, time, and place to life across every consumer touchpoint.

The result was a deeply expressive, design-forward program that celebrated experimentation and artistry—positioning wild beer not just as a product, but as an experience rooted in creativity, patience, and discovery.

Art Director: Andrew Wickstrom

Photography: Julian Peck

The Return of the Wookey

Our style-defining Black Rye IPA returns as a limited release from the Propagator Brewhouse in Venice, California. Wookey Jack remains faithful to its original, award-winning recipe—an icon that has earned three Great American Beer Festival gold medals, most recently in 2020.

This release shifts the focus to the art. The packaging features striking new visuals by Juan Marante, a Cuban-born artist whose bold, atmospheric style channels the dark, mysterious energy of Wookey Jack. The result is a collectible expression where art and beer intersect—honoring the legacy while reimagining its visual world.

Creative Director: Andrew Wickstrom

Illustrator: Juan Marante aka El Gran Tocayo

As Art Director at Firestone Walker, I developed and led a comprehensive brand system for Mixed Packs, designed to bring clarity, consistency, and flexibility across a growing and complex portfolio. Working closely with the sales and production teams, I aligned creative strategy with real-world constraints—ensuring the system performed seamlessly from concept through packaging, production, and retail execution.

The system established clear visual hierarchies, naming conventions, and packaging architecture that allowed Mixed Packs to stand out on shelf while maintaining strong brand recognition across styles, seasons, and formats. It also accounted for frequent SKU changes and rapid turnarounds, enabling efficient updates without sacrificing design integrity.

By creating a scalable framework that balanced creativity with operational efficiency, the Mixed Pack system improved portfolio cohesion, streamlined production workflows, and supported sales teams with clearer storytelling and stronger shelf presence across national distribution.

Art Director: Me

Barrel-Aged Decadence, Reimagined

Barrel-aged decadence takes a new form with this latest expression of Parabola—the brewery’s first-ever canned Vintage beer. This release represents a modern evolution of an iconic stout, pairing time-honored barrel aging with a format designed to expand access while preserving craftsmanship.

To create this inaugural canned Vintage, select batches of Parabola were aged for a full year in premium bourbon barrels, allowing deep layers of oak, vanilla, and dark chocolate to develop. The beer was then carefully blended with Velvet Merlin milk stout, introducing a silkier mouthfeel and dialing the intensity into a more approachable 9.2% ABV—without sacrificing complexity.

The final blend was infused with Madagascar vanilla beans, cocoa nibs, and a touch of sea salt, delivering a rich, balanced profile that evokes a full salted caramel–style drinking experience. Lush and indulgent, yet refined and composed, this variant showcases the art of blending, restraint, and innovation at the highest level of Firestone Walker’s barrel program.

The result is a collectible, barrel-aged stout that honors Parabola’s legacy while signaling a new chapter for Vintage releases—where tradition, experimentation, and accessibility meet.

Art Director: Andrew Wickstrom

Photography: Julian Peck

Packaging & Campaign Support

In collaboration with my longtime friends at Deschutes Brewery, I contributed to the layout and visual execution of Symphonic Chronic Double Dank IPA, helping refine the packaging to align with the brand’s bold, hop-forward personality while maintaining consistency within the broader Deschutes portfolio.

In addition to individual SKU support, I created a fresh, cohesive look for Deschutes’ latest Variety Packs, developing layouts and visual updates that improved shelf clarity, strengthened brand presence, and allowed multiple beers to coexist seamlessly within a unified system. This work extended across various packaging updates, ensuring continuity across formats and touchpoints.

I also partnered with the Deschutes team on their most recent Non-Alcoholic campaign, contributing creative for point-of-sale (POS) materials designed to support retail storytelling and drive engagement at shelf. The result was a set of flexible, retail-ready assets that reinforced the brand’s quality, craft credibility, and evolving portfolio.

Creative Direction and Production: Andrew Wickstrom

CMO: Julie Galbraith

Creative Director: Rob Brooks

Brand Manager: Angie Anderson-May

A New Expression from Barrelworks

Say hello to Primal Elements, an out-of-this-world sour ale that pushes Barrelworks into new territory. Brewed with mango, pineapple, and tangerine, this vibrant release delivers bright aromatics, juicy fruit character, and a crisp, refreshing finish—designed to be as approachable as it is expressive.

Super-drinkable and delightfully refreshing, Primal Elements balances lively acidity with lush tropical fruit, creating a beer that feels playful, modern, and unmistakably Barrelworks. The flavor profile leans fresh and aromatic rather than heavy or sweet, making it an easy entry point for both seasoned sour drinkers and newcomers alike.

Primal Elements marks several firsts for the Barrelworks program. It’s the first sour beer to feature mango and pineapple, expanding the brewery’s fruit-forward repertoire, and it’s also Barrelworks’ first-ever canned offering—bringing the program’s craftsmanship into a new, more accessible format.

Together, these milestones represent a meaningful evolution for Barrelworks, blending innovation, experimentation, and approachability while staying true to the program’s commitment to quality, creativity, and refined flavor expression.

Creative Director: Andrew Wickstrom

Photography: Julian Peck

A California State of Mind

Cali Squeeze is a fruit-forward beer of today—reflecting the laid-back, uncomplicated expectations of a new generation of beer drinkers. Bright, approachable, and effortlessly drinkable, it represents a modern take on flavor-forward craft.

I was responsible for the redesign and brand evolution of Cali Squeeze, refreshing the visual identity and packaging system to better align with its California roots and contemporary audience. The goal was to create a cleaner, more confident expression—one that felt sun-soaked, optimistic, and instantly recognizable on shelf.

Brewed in California and infused with freshly squeezed California fruits, Cali Squeeze is powered by California sunshine and driven by a California State of Mind. The redesigned look reinforces this ethos through vibrant color, simplified graphics, and an approachable tone—bringing clarity and energy to the brand while supporting scalability across flavors and formats.

The result is a refreshed identity that feels current, accessible, and true to its origins—positioning Cali Squeeze for continued relevance with today’s beer drinkers.

Art Director and Packaging Redesign: Me

I led brand creation for a start-up hospitality concept built around a brewery-driven food experience—designed to blur the lines between craft brewing, European-inspired dining, and thoughtful food pairing.

At the heart of the concept is a brewery and tapas-style bar, supported by a Chicago–European–inspired deli and butcher shop, and a curated pairing-driven dining experience. The challenge was to create a cohesive brand system that could comfortably live across multiple touchpoints—beer, food, retail, and hospitality—while still allowing each component to express its own personality.

The brand identity was developed to feel artisanal, warm, and intentional, rooted in craft rather than trend. The logo draws inspiration from barrel staves and traditional brewing materials, referencing both the physical process of brewing and the idea of craftsmanship built piece by piece. This visual language established a strong foundation for storytelling, wayfinding, packaging, menus, signage, and future extensions.

From concept to execution, the goal was to create a brand that felt approachable yet elevated—one that celebrated technique, pairing, and provenance without intimidation. The result is a flexible, experience-driven identity that supports a modern brewery while honoring old-world influences and culinary tradition.

Brand Creation: Me

Brand Identity — Coffee Trailer & Company Vibe

This project began with a deeply personal idea—the name is inspired by their three children, grounding the brand in family, personality, and story from the very start. What followed was a fun, collaborative branding effort with local friends to create a distinct, welcoming vibe for both the company and its mobile coffee trailer.

The goal was to develop an identity that felt approachable, joyful, and human—something that could connect instantly with customers in a casual, community-driven setting. From the name and logo to color, typography, and overall tone, the brand was designed to feel friendly and expressive without taking itself too seriously.

Special consideration was given to how the brand would live in the real world—especially on the coffee trailer, where visibility, personality, and memorability matter most. The identity was built to be bold and flexible, working equally well at a distance, on social, and in close-up moments of interaction.

The result is a brand rooted in story and connection—one that reflects the owners’ values, celebrates family and friendship, and creates an inviting presence wherever the trailer goes.

Brand Creation: Me

I am thrilled to have worked on this project for At Last, as it perfectly aligns with my extensive experience and passion for creating impactful visual identities and brand narratives. I created an investment pitch deck for At Last with a comprehensive layout of the vision, executive summary, competitive analysis, master plan, and accommodations. As well as supporting infographics, and local and regional maps.

At Last, is the brand's flagship destination. A collection of forty-two bungalows, twelve branded residences and an eight key motel. Nestled amongst a backdrop of agave. The high desert's premier luxury destination and California’s foremost eco-friendly resort. Spread over nearly two-hundred acres, with a focus on a minimal imprint on the land around us, serving to highlight the glory of Joshua Tree National Park, and its breathtaking surroundings. Situated on a lightly traveled rural road, into a back entrance of the park, we offer the perfect setting for eco-friendly tourism. In addition the hotel will boast a restaurant, a micro-distillery for the production of signature agave distillates, tasting room, spa, pools, and amphitheater. As well as having a near-by agave farm, growing the plants that create our spirits, and allowing guests unparalleled agritourism experiences. A destination like no other in the California desert, calling nature lovers and those with wanderlust alike.

Creative Director / Presentation Designer: Me