A California State of Mind

Cali Squeeze is a fruit-forward beer of today—reflecting the laid-back, uncomplicated expectations of a new generation of beer drinkers. Bright, approachable, and effortlessly drinkable, it represents a modern take on flavor-forward craft.

I was responsible for the redesign and brand evolution of Cali Squeeze, refreshing the visual identity and packaging system to better align with its California roots and contemporary audience. The goal was to create a cleaner, more confident expression—one that felt sun-soaked, optimistic, and instantly recognizable on shelf.

Brewed in California and infused with freshly squeezed California fruits, Cali Squeeze is powered by California sunshine and driven by a California State of Mind. The redesigned look reinforces this ethos through vibrant color, simplified graphics, and an approachable tone—bringing clarity and energy to the brand while supporting scalability across flavors and formats.

The result is a refreshed identity that feels current, accessible, and true to its origins—positioning Cali Squeeze for continued relevance with today’s beer drinkers.

Art Director and Packaging Redesign: Me