Dave Roberts’ packaging design for O’riginal Cali-Pilsner takes inspiration from the lively signage and typography of Southern California’s taco stands. The can features a bright patchwork of hand-drawn elements highlighting aspects of Oceanside’s beach culture, from sun and surf to tacos and craft beer.

The color palette, drenched in citrusy yellows, deep greens, and warm reds, reflects the pilsner’s bright and tropical flavor profile while emphasizing the coastline’s energy. The design’s mix of fonts, illustrations, and layered textures visualizes the feeling of drinking beer on a hot summer’s day.

Below, Dave Roberts from The Good Fire gives a glimpse into the strategy behind the design.