top of page
WORK
Panther Pale Ale
SERVICES
SEP 2026 — DEC 2026
MARKETING | PACKAGE
Project Overview
Panther Pale Ale is an American Pale Ale brand brewed by Discourse, created in conjunction with Milwaukee’s own Pilot Project Brewing and the University of Wisconsin-Milwaukee’s Athletic Department.
This project tasked me with designing a visual identity and determining strategic marketing opportunities for a beer can package design representing the combined values of Pilot Project Brewing and UWM Athletic Department.
Key Messaging
Milwaukee. This is our city, our town, our home
Excellence is never a given, it's earned through ambition
Community impact is best felt through authentic action
Ambition
Audacity
Tenacity
Lynx White
HEX: #F7F7F7
RGB: (247, 247, 247)
CMYK: (2, 1, 1, 0)
Silver
HEX: #E6E7E7
RGB: (230, 231, 231)
CMYK: (9, 6, 6, 0)
Gold
HEX: #FEBD36
RGB: (254, 189, 54)
CMYK: (0, 28, 89, 0)
Vermillion
HEX: #FF3B3A
RGB: (255, 59, 58)
CMYK: (0, 90, 78, 0)
Cinder
HEX: #111111
RGB: (17, 17, 17)
CMYK: (73, 67, 66, 83)
Final Thoughts
Inspired by bold neo-constructivist page layouts, the scrappy grittiness of past UWM-Milwaukee mascot-based logos, and the confident energy behind bright editorial spot colors, my visual solution seamlessly integrates Pilot Project Brewing’s dauntless experimentation with UWM’s tenacious drive for excellence.
Credits: Adam Hawk (Supervising Professor), UWM (Brand Partner), & Pilot Project (Brand Partner)
bottom of page