From Sketch to #9: The Story Behind an Award-Winning Beer Label

In March 2026, I found out that a beer label I designed nearly three years ago had been ranked #9 in USA Today's 10 Best Beer Labels in the United States.

My client messaged me the news, and I watched the countdown as the rankings were announced, feeling a mix of shock and disbelief. Out of all the beer labels I've designed—and I've done quite a few at this point—this one had caught the attention of editors and readers across the country.

The beer? Ancestor's Dreams, a Vienna Lager collaboration between El Sueñito Brewing Company and Métier Brewing Company. The label? A portrait of a woman tilting her face toward the sky, the word "peace" subtly woven into the design, rendered in warm golds, burnt oranges, and deep blues.

This is the story of how that label came to be.

The Brief: Honoring Trailblazers

In May 2023, El Sueñito Brewing reached out about designing a label for a collaboration beer with Métier Brewing Company, Washington State's first Black-owned brewery. The beer itself was a Vienna Lager—smooth, balanced, with toasted bread and caramel notes, a subtle touch of honey, and a captivating copper hue.

But the name and the intention behind it went deeper than the flavor profile.

Ancestor's Dreams was brewed to honor the trailblazers who laid the foundation for a better future. As the can description reads: "Regardless of who we are and where we come from, we all know of a trailblazer who helped lay the foundation for a better future for all of us. This beer was brewed to honor and celebrate the positive contributions and lasting impact made by our ancestors."

For two breweries rooted in underrepresented communities—El Sueñito as Washington's first queer Latinx-owned brewery, and Métier as the state's first Black-owned brewery—this wasn't just a beer collaboration. It was a statement. A celebration. A tribute.

And the label needed to reflect that weight and beauty.

The Process: Exploring Directions

When I start any label design, I don't jump straight into execution. I explore. I present options. I want the client to see the range of what's possible before we commit to a direction.

For Ancestor's Dreams, I created moodboards exploring three distinct visual approaches:

1. Edgy & Inked

Bold, political, unapologetic. Think protest art, street murals, statements that demand attention. This direction leaned into the power of activism and the urgency of the messages both breweries stand for. It was visually striking—loud in the best way.

2. Colorful

Vibrant portraits of BIPOC, community, Afrocentric or afrofuturistics patterns. This direction celebrated community, heritage, and the beauty of representation. It was joyful, warm, and deeply rooted in cultural identity.

3. Dreamscape

Soft, ethereal, contemplative. This direction focused on the emotional experience of peace, reflection, and freedom. It was about that moment when you look up at the horizon and finally exhale—the first breath of relief after struggle.

The client gravitated toward the dreamscape direction. They liked the idea of something that felt peaceful, hopeful, and visually distinct from the bold, high-energy designs they'd done before.

From there, I developed four rough sketches:

• Peace: A woman with the word "peace" subtly incorporated into her face

• Dreamscape: A goddess-like figure blending into clouds, inspired by Moana

• Abstract: A colorful, geometric take on Black male creativity

• Man in Black: A silhouette surrounded by florals, inspired by AT&T's "Dream in Black" campaign

All four sketches were presented in black and white. I do this intentionally—it lets the client focus on composition and concept rather than getting distracted by other choices. It's faster for me, and it ensures we're aligned on the idea before I invest hours into the final artwork.

They chose Peace.

The Execution: Finding the Right Pose

Once the direction was approved, it was time to bring it to life.

I wanted to capture that exact feeling: the moment when you tilt your face toward the sun, close your eyes, and breathe. That first breath of freedom. The sense of being unburdened and moving toward prosperity. It needed to feel dreamlike, peaceful, and aspirational—not somber, but hopeful.

Here's a funny confession: I struggled to nail the pose. I tried sketching from imagination, but something wasn't quite right. So I did what any designer does when they need a reference—I found one. And the reference I used? Rihanna. Her posture in a particular photo captured exactly what I was looking for: grace, strength, and that upward tilt toward light.

From there, the illustration came together. I rendered the portrait digitally, keeping the lines soft and expressive. I incorporated the word "peace" subtly into the design—a quiet nod to the political realities both breweries navigate as Black-owned and queer Latinx-owned businesses. Black Lives Matter, LGBTQ+ rights, the fight for equity—these aren't abstract concepts for my clients. They're lived realities. And "peace" felt like the right way to honor that without being heavy-handed.

The Color Palette Shift

Initially, I envisioned a sky-inspired palette: soft blues, pastel purples, dreamy gradients. But the client wanted to incorporate El Sueñito's branded colors—burnt red-orange, gold, and dark blue. So we adjusted. The final piece leaned into those warmer tones, making it feel distinctly El Sueñito while still maintaining the dreamlike, ethereal quality we were going for.

One technical detail I'm proud of: I learned back in 2023 that if you use white underlay in certain areas of a can design, it prints with a subtle shine when the ink hits the aluminum. So all the yellow and gold elements on the final can have this reflective quality that catches the light. It's a small detail, but it adds dimension and makes the label feel more dynamic on the shelf.

The Collaboration: Two Breweries, One Vision

One of the things that made this project smooth was the collaboration itself. Métier Brewing, as the partner brewery, was incredibly chill throughout the process. They trusted the vision and didn't add layers of feedback or requests. That kind of trust is rare and invaluable—it let me focus on creating something meaningful rather than navigating conflicting opinions.

El Sueñito, as always, brought their high standards and attention to detail. I've been working with them since 2023, designing beer labels that explore different artistic styles while staying true to their dreamscape branding. Every label is an opportunity to tell a story, and they give me the creative freedom to do that in new ways each time.

For collaboration beers, my job is to balance both brands visually. But in this case, because the concept was so deeply tied to both breweries' missions—honoring trailblazers, celebrating underrepresented communities—it felt cohesive from the start. The label didn't need to shout "this is a collab." It just needed to honor the ancestors and the dream.

The Recognition: USA Today's Top 10

Fast forward to March 2026. My client texts me: "We got ranked."

I watched the countdown. #9. Best Beer Label in the United States.

Honestly? I was shocked. I'm proud of all my work, but there's always that voice in the back of your head wondering if anyone outside your immediate circle will notice. To have editors and readers across the country recognize this label—out of thousands of beer releases every year—felt surreal.

I'll admit, part of me wondered if a different label I'd designed might have been more "award-worthy." But that's the thing about creative work: you never know which piece will resonate. Sometimes the quieter, more contemplative work is exactly what people need.

And maybe that's fitting. Ancestor's Dreams isn't loud. It's not trying to demand attention. It's an invitation to pause, reflect, and breathe. In a world that's constantly noisy and chaotic, maybe that's exactly the kind of design that stands out.

What This Award Means

Recognition like this is validating, but it's also a reminder of why I do this work in the first place.

I design for underrepresented businesses—breweries, wineries, and brands that are breaking barriers and rewriting narratives in industries that weren't built for them. Every label I create is a small act of resistance and celebration. It says: we belong here. Our stories matter. Our presence is valuable.

Ancestor's Dreams honors trailblazers. And in some small way, El Sueñito Brewing and Métier Brewing are trailblazers. They're creating spaces where queer, Latinx, and Black communities can gather, celebrate, and feel seen. The fact that a label designed to honor that mission is now nationally recognized? That feels full circle.

It's also a testament to the power of long-term creative partnerships. This wasn't a one-off project. It was part of an ongoing collaboration with a client who trusts me to push creative boundaries while staying true to their brand. That trust creates space for work like this to exist.

Final Thoughts

Looking back at the moodboards and rough sketches now, I can see all the different directions this label could have taken. The bold, political route. The vibrant, colorful celebration. The abstract, experimental approach.

But I'm glad we landed where we did. The dreamscape felt right. It felt honest. It felt like the kind of label that invites you to slow down and think about the people who came before you—the ones who fought, dreamed, and built so you could stand where you are today.

And maybe that's what good design does. It doesn't just catch your eye on a shelf. It makes you feel something. It tells a story. It honors something bigger than itself.

I'm grateful to El Sueñito Brewing and Métier Brewing for trusting me with this project. I'm grateful to USA Today and their readers for recognizing it. And I'm grateful to every ancestor—known and unknown—who made it possible for two trailblazing breweries to exist and collaborate in the first place.

Here's to the dreamers. The trailblazers. The ones who came before, and the ones still fighting today.

Cheers. 🍺

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Want to see more of my work? Explore my portfolio to see other beer label designs, branding projects, and collaborations with mission-driven brands.

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