Freetail Brewing Company launched as a brewpub in San Antonio, Texas, in 2008. I joined the team in 2014, just after Texas laws changed to allow brewpubs to distribute beyond their walls.

In our first year of distribution, Freetail wanted to showcase its San Antonio pride while proving we’re not afraid to do things our own way. My mission was to capture Freetail’s bold, rebellious spirit in our beer packaging. The result? A set of beer can designs known as “The Originals.”

As Freetail’s reach expanded across Central Texas, it was time for the brand to evolve beyond its punk rock roots. This marked the beginning of the Texas beer can evolution. Incorporating key elements from the original designs, we explored multiple concepts and worked with a focus group provided by Anderson Marketing Group. The final result was a fresh new look—“The Evolution”—the designs that define Freetail today.