Tenaya Creek

A brewery’s roots.
A clearer expression.

My contribution: Brand strategy & direction
Beer naming
Identity & can design
The context: Las Vegas, Nevada
Brewery rebrand

Tenaya Creek BreweryA sense
of place.Nevada landscapes.
Local stories.

Desert Howler can with coyote and desert campfire artwork

Trailhead Canyon can with colorful canyon and trail artwork

Valley of Fire can with red sandstone and desert road artwork

Big Dam Brown can with Hoover Dam and lake artwork

01 / The strategy

The strongest idea
was already there.

Tenaya Creek has been brewing in Las Vegas since 1999. I saw an opportunity to bring its connection to Nevada into sharper focus, using the region’s landscapes, wildlife, weather, and local traditions to guide the brand.

The goal was a recognizable family of beers, with enough room for each label to tell its own story. That direction shaped the naming, packaging, and applications across the wider identity.

A direction for
every design.

Start with Nevada.

The places and traditions people recognize became the starting point for the names and artwork, from desert trails to nights at the ballpark.

Give each beer a story.

Each beer has a specific source of inspiration. Its name, illustration, and color palette bring that story into focus.

Build a recognizable range.

Consistent typography, information placement, and brewery branding connect the labels, while each illustration has room for its own character.

02 / Design details

A closer look
at the labels.

Nine designs, with a closer look at the choices behind their color, composition, and character.

01 / Mood & contrast

Desert Howler

The warm glow of a campfire contrasts with a deep blue desert night. The coyote gives the scene a clear focal point and the label a personality of its own.

02 / A recognizable subject

Big Dam Brown

Hoover Dam anchors the composition, framed by canyon walls and water. The illustration gives the landmark room to lead while keeping the beer name clear and prominent.

03 / Color & identity

Valley of Fire

Orange and gold distinguish Valley of Fire within the lineup. The palette comes from the sandstone landscape and gives the hefeweizen a character of its own.

04 / Depth & movement

Trailhead Canyon

A dirt road leads into the center of the canyon, drawing the eye through the scene. The composition gives the label depth and a sense of exploration.

05 / A focused palette

El Charro

Black and silver give the skeletal horseman a sharp silhouette against the moonlit landscape. The restrained palette sets the label apart while keeping the beer name easy to read.

06 / Layers of landscape

Charleston Hop Run

Pine trees frame the limestone cliffs, creating depth from the foreground to the mountain beyond. Forest greens and a clear blue sky give the label a cooler character within the collection.

07 / Light & atmosphere

Monsoon Haze

A flash of lightning cuts through violet clouds above the warm desert floor. The contrast between sky and landscape gives the label energy and keeps the storm at the center of the composition.

08 / A dramatic silhouette

God of Thunder

A dark, hooded figure stands against electric violet lightning. Its simple silhouette creates a strong focal point, while the storm gives the label movement and atmosphere.

09 / A team identity

Aviators Ale

The Aviators’ existing logo leads the design, supported by bold orange and gold. Team lettering and navy details give this special can a clear baseball identity while keeping the brewery represented.

01 / 09

03 / The collection

One place.
Many stories.

Large, textured beer names, consistent placement of the beer style, and a shared information band give the main collection a recognizable structure. Illustration and color change with each beer, while the Tenaya Creek branding anchors the labels. The Aviators can uses the team’s existing identity for a distinct baseball edition.

Eight beer designs, a special Aviators can, and applications across packaging, campaigns, apparel, and the website.

Select any image for a closer look

The can collection · Eight beer designs — The can collectionEight beer designs

Collection / 01

El Charro

A skeletal horseman and a black-and-silver palette connect this Mexican lager to Las Vegas football culture. The monochrome artwork gives it a distinct personality within the collection.

El Charro · Full label artwork — El CharroFull label artwork

El Charro · Packaging composition — El CharroPackaging composition

El Charro · Nighttime presentation — El CharroNighttime presentation

Collection / 02

Charleston Hop Run

Pine forests and limestone cliffs connect this West Coast IPA to Mount Charleston. The label reflects the mountain landscape and cooler air that locals know just beyond the desert.

Charleston Hop Run · Full label artwork — Charleston Hop RunFull label artwork

Charleston Hop Run · Mountain and forest presentation — Charleston Hop RunMountain and forest presentation

Collection / 03

Trailhead Canyon

Red Rock Canyon gives this pilsner its sense of place. Sandstone cliffs, desert vegetation, and a dirt road reference the trailheads just outside Las Vegas.

Trailhead Canyon · Full label artwork — Trailhead CanyonFull label artwork

Trailhead Canyon · Canyon presentation — Trailhead CanyonCanyon presentation

Collection / 04