JP8

As part of a client-driven project, this work involves developing a cohesive visual identity and packaging system for a beer label supporting MSU Denver’s School of Hospitality Veteran Memorial Endowment.

problem

How can I design a beer label and cohesive visual system that honors military veterans—such as Chris Thibodeau—and expresses gratitude for their services?

solution

Rather than depending on prominent symbols like flags, I drew inspiration from more understated and nuanced forms of expression, such as Morse code, which often go unnoticed or aren't fully appreciated as meaningful ways of conveying recognition.

"JP8" is a military-grade jet fuel. Chris Thibodeau, who has since passed, is remembered for introducing the name "JP8" into the Tivoli beer line. In a sense, my colleagues and I were entrusted with carrying his vision forward by creating distinctive brand marks that capture his legacy and reflect both the social and military influences behind it.

Learning about Thibodeau's role as a communicator in the army, particularly the use of Morse code as a visual language, was especially inspiring to visually articulate in my process and iterative directions.

What made the project truly distinctive was realizing that it wasn't just about designing beer labels; it was about understanding how they communicate a story and evoke a meaningful, positive sensory experience.

year

2025

timeframe

1-2 Months

tools

Adobe Illustrator