Sandi MacKechnie is a Senior Brand & Digital Designer, crafting joyful experiences since 2011.
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CREATING A BRAND SYSTEM BUILT ON PERSONALITY, DESIGNED TO STAND OUT IN A CROWDED Beer MARKET.

Moody Ales entered Vancouver’s craft beer scene with a clear ambition: to balance credibility with approachability. I developed a flexible identity system with the team at Free Agency Creative where each beer expressed its own mood, allowing the brand to appeal to both seasoned drinkers and newcomers. The system extended across packaging, digital, and the tasting room experience.
Moody Ales beer lineup
Large illustrated Moody Ales beer posters displayed inside the brewery featuring Hardy Brown Ale, Affable IPA and Lusty Stout branding.

Every beer has its own personality.

The challenge wasn't simply to design beer cans. It was to create a system that could accommodate an expanding range of beers without losing recognition or consistency.Rather than relying on a single illustration style or fixed layout, I developed a visual language that allowed every release to have its own distinct mood while remaining unmistakably Moody. Colour, typography and illustration work together to create individual personalities that feel cohesive as a family.

Designed to grow alongside the brewery.

The Moody Ales identity extended beyond packaging with a 40-foot illustrated mural that became the centrepiece of the brewery. Blending custom illustration, oversized typography and brewing education, the installation transformed the taproom into an immersive brand experience that was as informative as it was memorable.
Brewery wall mural illustrating the beer brewing process, designed as part of the Moody Ales environmental branding and taproom experience.