Below the Dam Stout is a beverage brand centered around the historical and recreational qualities of Dexterville, WI. Known as a both a railway hub and flowage to the Yellow River in the early 1900's, Dexterville has always been at the crux of outdoor enjoyment and hard work, and thus I created an identity that exemplifies both qualities.

The brand is made up of photographic illustration and scanned drawings from the site itself, both of which help to capture an overall sense of place. The dam itself overshadows much of this area, and thus I saw its potential as both a place of fishing and brewering. Moreover, I felt the rushing waters of the dam spoke

to the production of a stout rather than an ale or ipa. 

From there, I created a wooden crate that has ink transferred imagery of the dam on the exterior and spikes in the interior to prevent the beer from moving around in the container. Through my research, I also paid omage to the man that founded Dexterville, George Hiles, by creating a humorous alcohol warning label on each bottle, and lastly I created an overall brand, DX co. that resembles a railroad crossing to showcase the brand's ability to transform beyond just a stout.