We started by digging into Boulevard’s history, identity, and what people already love about the brand. From there, we built a simpler system that sharpens its voice and boosts impact. A tighter color palette, consistent type, and a unified illustration style help everything stand out—while keeping the brand’s easygoing, witty personality intact.
For packaging, we looked back to the original diamond logo and turned it into a bold, recognizable label shape. Used across all beers, it creates a consistent look, highlights each beer’s personality, and stands out on the shelf.
Altogether, the system brings the full lineup together, makes future designs easier, and keeps Boulevard instantly recognizable to any drinker.
Brand Identity Design, Custom Typography, Iconography, Illustration, Packaging Design, and Merchandise
Creative Team: Drew Lakin, Lauren Dickens & Collin Hall for Helms Workshop
