Two Years of Dreams: How El Sueñito Went From Launch to Second Location

When over 1,500 people lined up outside El Sueñito Brewing Company's grand opening in February 2023, it wasn't just another brewery launch in Washington. It was a moment. The state's first queer Latinx-owned brewery was opening its doors, and the community showed up in force.

I'd been working with founders Osbaldo and Dennis since 2021—first on their brand identity, then their website, and eventually the launch itself. By the time those doors opened in Bellingham, we'd spent two years dreaming together, building a visual world that honored their Mexican heritage, their love of the Pacific Northwest, and their identities as queer entrepreneurs in an industry that desperately needed their voices.

But here's what most people don't realize: the launch was just the beginning. The real work

started after the confetti settled.

Four Years of Building a Brand That Means Something

El Sueñito translates to "the little dream." And from day one, that's exactly what it felt like—taking something intangible and making it real, one design decision at a time.

In 2021, we started with the fundamentals: a wolf logo that doubles as a moon, a dream guide representing freedom and transformation. Sugar skull accents that honor Día de los Muertos. A color palette pulled from an actual campfire at dawn, blending warmth with the deep, moody textures of the Pacific Northwest. Typography that felt both rustic and hand-crafted, like something passed down through generations.

By the end of 2022, we'd completed their website—a digital extension of the dreamscape we'd created, designed to feel immersive and welcoming. And in February 2023, the brewery launched to overwhelming response. Press coverage from Cascadia Daily News, The Bellingham Herald, and EverOut Seattle celebrated not just the beer, but the cultural impact. Lines out the door. A 4.7-star rating that's held strong across 269 Google reviews. An Instagram following that's grown to 10.6K.

And in 2024? They opened a second location in Seattle.

Since officially becoming their creative partner in 2023, I've had the privilege of supporting their growth in ways that go far beyond that initial brand identity. This is what long-term partnership looks like.

The Art of Beer Labels (And Why I Love Designing Them)

Out of El Sueñito's nearly 30 beer labels, I've designed more than half. Each one is an opportunity to explore different artistic styles while staying true to the brand's dreamlike, whimsical foundation.

Some of my favorites? The Día de los Muertos beers—there's something about designing for a holiday that's so deeply rooted in Mexican culture and family that makes the work feel personal. And Banana Bear, a hefeweizen that let me play with playful, almost childlike illustration in a way that still felt distinctly El Sueñito.

What I love most about designing beer labels for them is the freedom to experiment. Because their brand is rooted in dreamscapes and mystique, I can lean into surrealism, folklore, and bold color in ways that wouldn't work for more traditional breweries. One label might feature sugar skulls and marigolds; another might explore alebrijes or campfire imagery. The through-line is always the same: honoring culture, celebrating identity, and creating something that stands out on a crowded shelf.

El Sueñito also collaborates frequently with other breweries—Aslan, Kulshan, Métier—and works with other artists on labels as well, which keeps their lineup fresh and dynamic. For the collaboration beers, my job is to ensure the label honors both brands visually. These are usually done through El Sueñito's in-house label system, so I prioritize their branding while pulling inspiration from their partners' aesthetics. It's a balancing act, but one I genuinely enjoy.

Beyond Beer: Merch, Events, and Becoming Part of the Community

Beer labels are just one piece of the puzzle. Over the past few years, I've also designed merch that people actually want to wear (seeing someone in an El Sueñito shirt out in the wild will never stop being surreal), created event assets for everything from Pride Month to Fiestas Patrias, and maintained their website to keep it current as the brand evolves.

One project I'm particularly proud of is the Running Club T-Shirt redesign. We took an existing concept and elevated it—bolder graphics, better typography, a design that felt cohesive with the rest of the brand. It's a small thing, but it's those small things that add up.

Every touchpoint matters.

El Sueñito has become more than a brewery. It's a gathering space. They host drag shows, Queer Book Club meetings, cultural celebrations. They run Frelard Tamales, a side business that keeps them deeply embedded in the local food scene. They've built a community that reflects the dream they started with: a place where everyone belongs.

And I get to be part of that story visually—ensuring every new beer, every event, every piece of merch feels like it belongs to the same cohesive world we built back in 2021.

What This Partnership Has Taught Me

Working with El Sueñito for four years has reinforced something I've always believed: branding isn't a one-time transaction. It's a living, breathing relationship.

The most successful partnerships are the ones where the designer becomes a creative partner—someone who understands the brand deeply enough to maintain its integrity while helping it evolve. Someone who shows up not just for the sexy projects (like a rebrand or a website launch), but for the unglamorous ones too (like updating a menu or tweaking an event flyer).

El Sueñito's growth—from concept to launch to second location—has been a masterclass in what's possible when a brand is built with intention and maintained with care. They didn't just open a brewery. They created a cultural landmark. And I'm honored to have been part of building the visual language that helps them tell that story.

Why This Matters

Representation in craft beer is still abysmal. Fewer than 1% of U.S. breweries are Latino-owned. Even fewer are openly queer-led. El Sueñito exists at that intersection—and their success proves there's an appetite for brands that reflect the diversity of the communities they serve.

This is what I mean when I say I turn underdogs into trailblazing brands. It's not just about making something pretty. It's about creating work that challenges norms, opens doors, and invites people in. Work that says: you belong here.

From the wolf logo to the beer labels to the merch people wear with pride, every piece of El Sueñito's visual identity is designed to celebrate who they are and what they represent. And after four years of partnership, I can say with certainty: this brand isn't just surviving. It's thriving.

Want to see the full El Sueñito Brewing case study? Head over to my portfolio to explore the complete brand identity and design work.

Looking for a creative partner who understands the long game? Schedule a free consultation—let's talk about how strategic, ongoing creative support can help your brand grow beyond the launch.