JUICY. HAZY. TROPICAL.

From the coast of California comes Mind Haze—a beer I conceived and branded from the ground up. Juicy, fresh, and layered with an imaginative spectrum of tropical hop flavors, Mind Haze was designed as a free-spirited hazy IPA made to elevate perception and challenge expectations.

I developed the Mind Haze brand identity, naming, visual language, and packaging system to stand apart in a rapidly growing hazy IPA category—balancing bold personality with clarity, credibility, and shelf impact. The goal was to create a modern icon: expressive yet refined, playful yet purposeful, and unmistakably Firestone Walker.

Launched nationally in early 2019, Mind Haze became Firestone Walker’s first nationwide hazy IPA release and quickly grew into the brewery’s second top-selling brand, alongside 805. Its success helped redefine the brewery’s presence in the hazy IPA space while expanding its reach to a new generation of drinkers.

On the brewing side, Mind Haze was developed after a full year of experimentation at Firestone Walker’s Propagator R&D brewhouse in Venice, California. Brewed “the Firestone way,” it broke convention with explosive hop aromatics, a lush, creamy mouthfeel, and industry-leading shelf stability for a hazy IPA.

Juicy, tropical, and intentionally expressive, Mind Haze pairs bold flavor with equally bold branding—proof that thoughtful brand creation and design can help drive both cultural relevance and commercial success.

Brand Creation: Andrew Wickstrom

Film Creative Director: Dustin Hinz

Agency: Hey Beautiful Jerk

Producer: Nathan Sheetz