Wahoowa Pale Ale Design for the University of Virginia

In 2022, Starr Hill Brewery secured a license from the University of Virginia (UVA) to create a UVA-branded pale ale. To pitch this collaboration, I developed a range of designs centered around UVA’s brand identity, ensuring a cohesive and compelling visual narrative.

Goal:

The objective was to design a pale ale that would resonate with UVA fans and uphold the university’s strong brand presence. I focused on minimizing Starr Hill Brewery’s marks, allowing UVA’s branding to take the spotlight. This strategic approach was key to aligning with both UVA’s identity and beer consumers’ expectations.

My Role:

I led the creative development, which included:

• Concept Labels: Designed several variations using different UVA marks to accommodate potential licensing restrictions.

• Pitch Decks & Mockups: Created presentation decks, logos, branding guidelines, and product mockups to communicate the vision clearly and effectively.

• Merchandise: Developed designs for accompanying branded merchandise to support the beer at UVA sporting events and retail outlets.

Design Approach:

Drawing inspiration from UVA’s sports programs and official branding guide, I emphasized the university’s primary colors—navy blue and orange. I chose to center the design on navy blue, a familiar color for beer products, which ensured mass appeal to both fans and general beer consumers.

By following UVA’s brand guidelines from the beginning, I was able to transition smoothly into the final design phase once we received the approved mark.

Outcome:

The final product, Wahoowa Pale Ale, has become UVA’s highest-selling licensed alcohol product. It’s prominently featured at all major UVA sporting events and in retail locations across Charlottesville, receiving enthusiastic support from both UVA fans and the broader community.