Redefining Classics, Breeding Innovation

Firestone Walker Brewing Company is one of California’s most respected craft breweries — rooted in Paso Robles, built by brewers who value quality, place, and evolution. Founded in 1996 by Adam Firestone and David Walker, the brewery began with humble beginnings and grew into a craft powerhouse known for both time-honored beer styles and boundary-pushing innovations. 

I was honored to lead the rebrand of Firestone Walker’s core portfolio — bridging the legacy of its storied classics with a fresh, contemporary identity that positions both heritage beers and new innovations for continued growth and relevance.

At its core, Firestone Walker has always brewed with an intent: beer before glory — a mantra that speaks to craftsmanship over hype, quality over compromise, and substance that earns its place in culture.  The challenge was to translate this deeply rooted ethos into a brand system that would honor its past while giving the brewery room to grow.

Art Director: Andrew Wickstrom

Designer: Luc Doucedame

Illustrator: Steven Noble