Moody Ales entered Vancouver's craft beer market in 2015, founded by two brewers who left high-paying IT jobs to pursue their passion for beer. Located in Port Moody's industrial area, the brewery targeted both the hipster crowd and the working class, appealing to beer lovers and newcomers alike. They sought an identity that captured their contradictions: accessible yet educational, fun yet smart, appealing to connoisseurs and newcomers. We created an identity system where each beer had its own personality, reflecting its unique mood and character. Working closely with the brewers, I led the design and creative platform, handling packaging, logos, web design, and eventually the brewery's tasting room.