Gasoline
Dreams.
Overview
A Hazy New Zealand-style Pale Ale reimagined as an entire universe — the flagship can, a family of sub-brands, and a launch campaign shot around the Hopstronaut.
Gasoline Dreams began as a single 5.7% ABV pale ale and grew into a platform. I led the design system across cans, six-pack cartons, tap handles, and retail merchandising — keeping a consistent visual grammar while giving each sub-brand its own personality.
Recognition
The original can design was named one of Hop Culture Magazine's top 17 label designs of 2023, and the beer's success drove its promotion to year-round production in 2025. The 2026 relaunch centered on the Hopstronaut: a hand-built astronaut character brought to life through an editorial photo shoot at a vintage gas station, carrying the brand across social, in-store, and trade press.
Chapter II
The Family.
Chapter III
On shelf, on draft.
A carton system that carries the swirling green pattern and Hopstronaut across retail shelves — designed to read at ten paces and hold up in a cooler stack.
A custom-sculpted draft handle that pulls the Hopstronaut off the label and onto the bar — three-dimensional brand recognition at the point of pour.
Chapter IV
The Hopstronaut, grounded.
Inquiries
kelscwatson@gmail.com