top of page
FILSON | FILSON × STILLWATER BEER LABEL | FALL 2023
FILSON × STILLWATER
BEER LABEL DESIGN
As a designer on Filson’s in-house creative team, I had the opportunity to design the first labels for Filson’s collaboration with Stillwater brewing. The cans are sold in various craft beer shops, bars and restaurants across Washington state, and have striking artwork that marries Filson and Stillwater’s very different brand styles.
For Filson’s 125th anniversary, they partnered with Stillwater Brewing to create two beers that represent Filson’s industry roots harkening back to when the company was founded in 1897 during the height of the Klondike Gold Rush – the Gold Rush Rustic IPA, and Maritime Gose. These brews are the first project for the Filson × Stillwater partnership.
Filson and Stillwater’s branding are vastly different from each other, with Filson’s more traditional, rustic maximalism against Stillwater’s minimal and modern style. Stillwater had presented Filson with a few label ideas, but our in-house team decided it didn’t represent Filson’s brand enough. The goal was to design labels for both beers that still had the feel of a Stillwater label, but also belonged in Filson’s universe.
As the graphic designer with illustration experience on Filson’s small in-house team, I was given the opportunity to craft these labels with the direction of our Creative Director.
Taking inspiration from vintage woodblock prints, I was tasked with illustrating both labels with elements relating to late 1800’s mining for the Gold Rush Rustic IPA, and maritime and fishing for the Maritime Gose. The solid, simplified shapes of the woodblock style are traditional, yet simple – an appropriate compromise between Filson and Stillwater’s branding.
Because they were released together, the two beers share the woodblock-style illustrations, but vary in color and typography to give them distinct appearances.
MARITIME GOSE
A tart unfiltered wheat ale with notes of tropical fruits, citrus & pine and the clean finish of pure Pacific Northwest sea salt. an updated pnw take on a historic style that evokes elements of both land and sea.
GOLD RUSH RUSTIC IPA
A crisp blend of pale golden malts and hand selected hops from the Pacific Northwest. This West Coast-Style IPA pulls inspiration from the Scandinavian influence during the turn of the 19th century.
CONSUMER REVIEWS
VIA UNTAPPD
WASHINGTON SALES DATA
THROUGH 12.01.2022 - VIA STILLWATER
TOP CONSUMING CITIES
GOLD RUSH IPA - #3
in volume of all Stillwater produced in WA
This was the first time Filson had ever dipped into the beer world, and it certainly paid off. The Gold Rush Rustic IPA quickly became Stillwater’s #3 best selling beer produced in Washington State a few months after its release. The beer is sold in craft beer stores across Washington, and select bars and restaurants.
This partnership was born out of the desire to expand Filson’s reach, and increase brand recognition across the state the company was founded in, and to celebrate over a century
of outfitting outdoorsmen with the best quality clothing and gear.
Being able to work on this historic project for such a unique partnership was a very fun and rewarding experience. Walking into a store and seeing something I made sitting on the shelves is surreal, and something I didn’t expect to happen at this point in my career! It also gave me a chance to try out product design, as well as a refresher on apparel, both of which are fields I would love to get more familiar with.
bottom of page