Case Study

Packaging Design & Illustration for Golden Road Brewing

Everything's cooler in Cali... even the packaging.

Through our partnership with Smartfish Group, we’ve been lucky enough to work with Golden Road Brewing for the last six years. Through rebrands, brand evolutions, and new beverage launches, we’ve been there every step of the way tackling packaging design and illustration as the brand has continued to be a leader in craft beer innovation.

Packaging Design for Core Beers

Wolf Pup Session IPA

The one that started it all…. In 2016, we redesigned Wolf Pup, one of Golden Road’s best known (and loved) brands. This design then led the way for the Cali-forward, art deco-inspired look and feel of the brewery’s all-can packaging.

golden road packaging design and Illustration for Wolf Pup Session IPA


As you can tell by the name, Champango is inspired by a marriage of the brewery’s ultra-popular (and delicious!) Mango Cart and the mimosa. Our team had fun marrying elements from the Mango Cart packaging, such as the colors and cart’s umbrella as a garnish, to make the ultimate brunch accompaniment.

Packaging design and Illustration for golden road champango
Golden Road Melon Cart beer sitting on top of a fruit cart with umbrella

Fruit Cart Series

Inspired by the fruit cart vendors of southern California, we brought this concept to life with custom illustrations in colors inspired by the flavors. We were thrilled to be able to continue work on the brand upon the success of the flagship, Mango Cart, developing a pineapple flavor as well.

packaging design and Illustration for golden road brewing fruit cart series

Packaging Design for Specialty Beers

Beerland Winning Brews

Golden Road Brewing co-founder Meg Gill hosted the Vice TV series, Beerland, which shines the spotlight on the growing trend of home-brewing. The show features Gill traveling across America searching for the best brews at each destination. The top beers then get a chance to be canned and distributed by the brewery. Packaging design for the winning beers in Season 1 and 2 were created by Jackrabbit.

golden road packaging design for Vice TV series Beerland
golden road packaging designed by Jackrabbit woman on beach heading out into the waves to surf in California

Packaging Design for Subrands

golden road packaging design for K-38 Lagers


Sometimes less is more, this is especially true when it comes to design! The name, along with the simple design for this package, was inspired by the K-38 surf break.

Golden Road Spiked Agua Fresca illustration

Spiked Agua Fresca

We have a hard time picking a favorite when it comes to Golden Road packaging, but this one definitely tops our list! A play off the classic, Mexican fruit drinks made with fresh fruit, we selected colors that mirror the bright and vibrant liquids. And it wouldn’t be Golden Road if we didn’t get a palm tree in there, a nod to the parent company!

Golden Raod Spiked Agua Fresca can design lineup