Joshua Beer

Packaging and Brand Identity

Joshua Beer is a new crisp California lager brewed with love from Joshua Tree, California.

I embarked on this self-initiated project with two friends who share a deep appreciation for beer. We referenced Joshua Tree National Park as a point of inspiration and created a beer identity revolving around it.

The logo’s form is inspired by the park’s iconic boulder formations, while the color scheme is a reflection of the sandy and gravelly grounds. We paired the identity with playful illustrations that add a lighthearted and fun personality to the beer’s identity. Cheers, salud!


Concept Development, Illustration

Kevin Yoon, Peace Park

Photoshop, Lightroom, Illustrator, Procreate

Peace Park

Illustration Study

We carefully chose the Joshua tree’s iconic objects from each category to emphasize Joshua beer identity. Also, we tried different brush textures to find a perfect match with the Joshua Beer type logo.