This project was developed as a conceptual brand identity for Boxing Dog Brewery, a fictional craft beer company inspired by the designer’s family dog, Rossi — a friendly and energetic Boxer. The idea emerged from a spontaneous conversation about dog breeds and high school mascots, which quickly sparked the brand name and visual direction. The name "Boxing Dog" instantly lent
itself to a bold and playful identity, well-suited for the world of craft beer.
The centerpiece of the visual identity is a custom illustration of Rossi, standing upright on her hind legs with boxing gloves on her paws. The artwork was first sketched in Procreate, then refined and vectorized in Illustrator to serve as the foundation for both label and logo applications. The design captures a sense of personality, energy, and humor — qualities often associated with both craft beer culture and the Boxer breed.
This project highlights the power of storytelling in brand development, turning a casual, personal moment into a fully realized identity system with cohesive packaging, merchandising, and environmental branding.
3 core label variations were created to represent different beer types:
Red – Amber Lager
Green – Belgian Stout
Yellow – Pale Ale
Each version uses a distinct color palette while
maintaining a consistent visual system.
