Brand Design JP-8
Industry:
MSU Denver
Client:
School of Hospitality
Start:
End:
JP-8 was developed as a commemorative small-batch release honoring Chris Thibodeau, a U.S. Air Force veteran and influential alum of MSU Denver’s Brewery Education program.
JP-8 began as a commemorative small-batch release: a Barrel-Aged Imperial Stout honoring Chris Thibodeau, an MSU Denver alum, U.S. Air Force veteran, and influential member of the Brewery Education program. The project carried deep emotional weight, serving both as a tribute to Chris’s legacy and as part of the announcement for the Chris Thibodeau Memorial Veterans Brewing Endowment, which supports scholarships for student veterans.
The challenge was to translate remembrance, service, and impact into a visual identity that felt meaningful, respectful, and timeless.
Problem solving
My goal was to design a brandmark and label system that balanced tribute and structure without becoming overly literal or decorative. I focused on themes of honor, strength, remembrance, and service, translating them into a visual language that could communicate emotionally while remaining disciplined and legible.
Special attention was given to how the brandmark and label would coexist—ensuring hierarchy and balance so the identity felt intentional rather than competitive or visually crowded.
Implementation
I developed a JP-8 brandmark rooted in geometric form and a restrained red-and-blue palette, drawing subtle inspiration from aviation, military service, and memorial symbolism. Semantically, these choices communicate strength and honor; syntactically, the composition remains balanced and controlled; pragmatically, the system functions clearly as a stout beer label while supporting the story behind it.
The label design emphasized hierarchy, spacing, and typographic clarity, allowing the brandmark to lead while supporting information reinforced readability. The system was designed to scale beyond a single bottle into potential merchandise or promotional materials.
The final design successfully honored Chris Thibodeau’s legacy while functioning as a distinct and credible craft beer identity. Among eighteen student interpretations, the JP-8 brandmark stood as a focused and cohesive visual statement—one that resonated with classmates, faculty, and the broader MSU Denver brewing community as a heartfelt tribute.
Through this project, my perspective shifted from viewing the assignment as an open creative exercise to understanding the importance of structure, client intent, and meaningful communication in identity design. The most valuable takeaway was learning how asking the right questions and engaging deeply with a client’s story can shape a design that is not only functional—but personal and lasting.
