Moonshot Brewing Co.

I was invited to design the brand identity for a upstart brewery situated at the heart of the Aerospace universe, in El Segundo CA, the neighborhood of SpaceX, Boeing, Raytheon, and Aerojet Rockets.

Moonshot is the founders' attempt to make it to the moon. They define their moonshot as an ambitious, exploratory and ground breaking project undertaken without any expectation of near term profitability or benefit and also perhaps without a full investigation of potential. With their brewery, they are trying to hit the moon.

Dream Big.

In one of the most memorable scenes of Stanley Kubrick's 1964 film 'Dr. Strangelove,' a cartoonishly patriotic and gung-ho B-52 commander by the name of Major Kong rides an atomic bomb in the manner of a bull-rider, as it falls to it's target. It's an act of half-brained madness and yet so fueled by a cocktail of courage and brashness in the face of certain death that it becomes admirable.

This is the spirit of Moonshot: to fly in the face of failure, going to any lengths necessary to make it. The Moonshot Space Cowboy becomes the mascot for the brand, bravely going where no man has gone before as he rides his jet propelled beer bottle to the moon!