Don’t Mess with the Boss, but we did.

No Label was ready to trade glass for aluminum. Bottles felt slow, cans felt fast, and the craft shelf was getting crowded. They asked us to give the brand a shot of clarity before the switch.

I brought in a hand-lettering illustrator to give El Hefe a proper face, one that could hold its own in a sea of sameness. I wanted it to be iconic. Something that stuck.

We stripped the noise, tightened the logo, and built a clean, color-blocked system that ran across every can in the lineup. Simple on purpose. Easy to spot from ten paces.

This wasn’t just another client. These folks became friends. And it was my first real step into the world of craft beer. The start of something I didn’t know I’d care so much about. A brewery with the nerve to call itself No Label finally looked like it meant it.