Redhook Brewery // Lagersquatch

Redhook wanted to round out its beer lineup with a laid-back lager, something easy to crush after a hard day’s work. We started from zero: no name, no identity, just a solid beer looking for a story.

I worked as a director on this project with designers on packaging and illustration, collaborating with our team on naming and bringing a new Redhook character to life. Enter Lagersquatch—a friendly, down-to-earth take on the legendary PNW creature. Think less monster, more backyard buddy.

The design stood out immediately. Mashed.com called the can “Instagram-worthy” and spotlighted the concept as one of the wildest they'd seen. Since then, the ‘squatch has made a few more friendly appearances. Including winning “Best Use Of Mascot in Branding” at the 2023 Craft Beer Marketing Awards (I didn’t know that was a thing either!}

Big shouts to Sr. Designer on the project - James Stipes, as well as illustrator Dan Lehman.