Brewing Aloha

Kona Brewing Co’s Aloha Series was originally released in 1997. Decades later we were asked to help Kona relaunch this limited release series with a fresh design that embodied the unique Hawaiian Island experience of being immersed in nature, on the beach, with the stress of the day far behind. 

The relaunch featured three innovative beers inspired by the idea of endless summer with flavors of hibiscus, coconut, and pineapple, and recipes based on classic island cocktails, which offered consumers a fresh alternative to beverages like hard seltzer. This program needed to feel unique within the Kona portfolio while staying true to the brand’s roots, which we achieved through custom illustrations, a new Aloha Series pattern, and flavor icons that could be re-imagined for future limited-release beers through new colors and typography. 

As a result, the Aloha Series stood out amongst seasonal beers, engaged with Kona’s dedicated fans, and attracted new consumers who were looking for a fresh take on an old classic. Beyond a lift in sales and increased brand engagement,  Kona Brewing Co and its fans had a fresh new way to celebrate Liquid Aloha.


Kona Brewing Co.


Product Strategy
Package Design
Art Direction


Jeff Foster, Illustration

Two 6-packs and three cans of Kona Brewing Co. Pilsner with two filled glasses
Six-packs of Kona Brewing Co. Pilsner and Wheat Ale
Six-packs of Kona Brewing Co. Brut IPA, Cream Ale and Wheat Ale
Six-packs of Kona Brewing Co. Brut IPA, Cream Ale and Wheat Ale with three cans outside of the boxes
Single cans of Kona Brewing Co. Brut IPA, Cream Ale and Wheat Ale
All sides of the Mai Time Wheat Ale can
The Aloha Series logos
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