Responsible for: Branding, Packaging, Illustration, Partner.

Work done while with BASIC. Some design elements are not as they will appear.

A brewery that’s an ode to Motor Culture. Makes sense right? 

Based on a legendary driver, builder, brewer - Piston Pete’s is a brewery born from the love and frustration of craft. Pete loves technically exacted engineering in any form. The designing, the building, the testing, the crashing, the fixing - it’s all the Ultimate Craft.

Where Pete comes from, imperfection is dangerous.

It’s safe to say, Pete’s patience as well as his technical genius suits him well for the brewing of great beer.

A culture rooted in its origins.

Motor Culture is iconically American. Although it’s grown beyond the American Muscle of old, the culture itself celebrates and will always remain true to its origins. The inspiration for the package system borrows its authenticity from mid-century motor oil cans.

And yes, the darkness of the beer is correlated to the viscosity rating of motor oil. It was like - yeah, we’re doin’ that.

The lower the Viscosity, the lighter the beer.

Modern Motor Culture respects no cliche, but Pete will be the first to tell you - challenging social norms in this craft is not a new thing. Piston Pete’s is a place to celebrate this.

A true engineer builds the design, but also risks life and limb testing it. Engineering is the ultimate craft. Who better than the ultimate engineer to craft the ultimate beer.

Racing is something that owes its existence to Prohibition.

I enjoyed this brand because it is built on so many things that I love. If you know me you know I’m a life-long Jim Croce fan. If you know Jim Croce you know one of his best songs is about Rapid Roy Hall - a real dude with very real story. I couldn’t help but pitch this little piece to the partners. He’s No. 7 in the collage above.

Early-on we had a rule for the art. No flames, no skulls, no checkered graphics. Well except for some checkered flag pin-up art that mimics 1950s era Gil Elvgrin.