TUPPS Brewery was founded in 2009 by the Lewis family in McKinney, Texas. By 2023, they had built a thriving brewery, gearing up for a significant expansion into a larger brewing facility while distributing across Texas and parts of Oklahoma—with even bigger growth on the horizon. To compete in the increasingly crowded retail beer market, they needed a bold evolution of their branding and packaging.
We began with brand and creative strategy, refining their logo and packaging under what we dubbed the Macro/Micro approach. The goal: maintain their “craft beer cool” edge through custom illustration while building a design system strong enough to stand alongside industry giants.
