Mystic Fog Beer & Co

Branding and design

Industry: Beer
Dates: 2020 – current
Services provided: Brand creation and management, Illustration, art direction, and graphic production

Channels: Environmental design, Social, Web, Event Marketing, Beer Labels

For Mystic Fog Beer & Co, I created a strong, memorable brand identity for a craft brewery located in Patagonia, Argentina.

The brand evokes a sense of adventure, humor, and the rugged beauty of the region, embodying the spirit of enjoying a beer “After Every Adventure”.

I produced a strong, memorable, and authentic brand that resonates with adventure-seeking beer enthusiasts, who represent the heart of the people in El Bolsón.

Brand deliverables

Design Deliverables

Brand Identity Guide: A comprehensive document outlining the brand’s visual identity, including logo usage guidelines, color palette, typography, and imagery.
Packaging Design: Design for beer bottles and cans, including labels and packaging materials.
Merchandise Design: Design of branded merchandise, such as t-shirts, hats, and glassware.
Social Media Graphics: Design of social media graphics for platforms like Instagram, Facebook, and Twitter.
Website Design: Design of a visually appealing website that showcases the brewery’s brand, products, and story.

Additional Considerations:

Sustainability: Incorporate eco-friendly design principles and materials into the branding and packaging.
Local Culture: Reference local Patagonian culture and traditions in the brand’s messaging and visuals.
Experiential Design: Consider the brewery’s physical space and create an immersive brand experience for visitors.

2025 Beer Label Refresh

Scope: Brand refresh, packaging design, label system

The Challenge

Mystic Fog needed a label system that could scale across their growing lineup while capturing the spirit of Patagonian adventure. The labels had to work hard—communicating beer specs to craft enthusiasts while feeling approachable enough for the casual drinker grabbing a can after a hike.

The Approach

I developed a flexible label template that balances consistency with individual personality for each brew. The design system combines neon-inspired typography (a nod to taproom culture) layered over stunning Patagonian landscape photography—those mountain peaks and forest backdrops aren’t just decoration, they’re the brewery’s backyard.

Each label tells its own story through custom illustrated elements while maintaining brand unity through consistent placement of technical details (ABV, IBU, hop varieties, malt bills) and the signature “Quality • Fun • Adventure” tagline.

Deliverables