Portfolio · 2026

Designing the moment
of connection.

Kelsey Watson is a multidisciplinary senior designer based in Atlanta. Four years leading in-house design at Monday Night Brewing — building brand systems, packaging, and taproom identities across the Southeast.

About Get in touch

Selected Work

Index

01Gasoline Dreams
02The Rebrand
03The Grove
04404 Atlanta Lager
05Yacht Water
06Custom Labels

Gasoline
Dreams.

ClientMonday Night Brewing

Year2023 — 2026

RoleDesign, Art Direction, Photography

PressHop Culture Magazine

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.

Gasoline Dreams packaging hero — Fig. 01 — Gasoline Dreams, hero composition.

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.

Gasoline Dreams can family lineup — Fig. 02 — Be Easy, Love & Respect, Good Times, Space Lettuce.

Chapter III

On shelf, on draft.

Gasoline Dreams six-pack cartons stacked on a keg — Fig. 03 — Six-pack carton system.

Custom sculpted Gasoline Dreams tap handle featuring the Hopstronaut — Fig. 04 — Sculpted tap handle.

Chapter IV

The Hopstronaut, grounded.

Hopstronaut character holding a Gasoline Dreams can at a vintage gas pump — Fig. 05 — Launch campaign, vintage gas station.

Close-up of the embroidered Gasoline Dreams mission patch on the Hopstronaut suit — Fig. 06 — Mission patch, embroidered detail.

Hopstronaut sharing a beer with a friend around a fire pit — Fig. 07 — Pictured: the Hopstronaut and I sharing a fireside pint of Gasoline Dreams.

The
Rebrand.

ClientMonday Night Brewing

Year2024

RoleBrand Design, Packaging

PartnerMatchstik

Monday Night Brewing year-round carton family stacked in a pyramid — Fig. 01 — The refreshed year-round carton family.

Overview

A full refresh of Monday Night Brewing's year-round brand system — carton layouts, on-draft templates, and a matched color system deployed across a five-location taproom footprint. Built in partnership with Matchstik.

Chapter I

In the wild.

Refreshed cartons on a retail cooler shelf — Fig. 02 — On-shelf, retail cooler.

Case of the Mondays variety pack with year-round brands — Fig. 03 — Case of the Mondays variety pack.

Taco Tuesday carton on a taproom table — Fig. 04 — Taproom, on-premise.

The
Grove.

ClientMonday Night Brewing

Year2024 — 2025

RoleIdentity, Interior Direction, Wayfinding

LocationAtlanta, GA

Overview

A new flagship taproom for Monday Night Brewing, imagined as a grove — a warm, wooded gathering place tucked into the city.

I led the visual identity and worked alongside the ownership team on the concept of the space — its color palette, material story, and the overall vibe. The result is a hand-drawn logo that feels carved from bark, a room that feels like the woods came inside, and a wayfinding system that guides guests through both.

The Grove taproom interior in daylight — Fig. 01 — The taproom, opening day.

Chapter I

Setting the mood.

Pages from the ideation deck — moodboards, palette studies, and furnishing directions used to align the team on the feel of the space before a single wall went up.

The Grove moodboard — Fig. 02 — Moodboard.

Ideation deck page 1 — Fig. 03 — Ideation deck, spread 1.

Ideation deck page 2 — Fig. 04 — Ideation deck, spread 2.

Ideation deck page 3 — Fig. 05 — Ideation deck, spread 3.

Ideation deck page 4 — Fig. 06 — Ideation deck, spread 4.

Ideation deck page 5 — Fig. 07 — Ideation deck, spread 5.

Ideation deck page 6 — Fig. 08 — Ideation deck, spread 6.

Chapter II

Carving the mark.

The logo started as loose sketches of wordmarks and icons, then tightened into a single hand-drawn G built from interlocking wood grain.

Fig. 09 — Wordmark ideation, round 1.

Fig. 10 — Wordmark ideation, round 2.

Fig. 11 — Icon ideation, round 1.

Fig. 12 — Icon ideation, round 2.

Fig. 13 — Finalization studies.

Fig. 14 — Finalization refinements.

Fig. 15 — Final mark.

Fig. 16 — Mark on the building blueprint.

Chapter III

Doors open.

The finished taproom — day and night, quiet and full — the payoff of many months of hard work.

The Grove exterior at night — Fig. 17 — Exterior, after dark.

Inside The Grove at night with a full crowd — Fig. 18 — Opening night, full house.

Kelsey enjoying a coffee at The Grove — Fig. 19 — Yours Truly enjoying a well-earned cup, on site.

404 Atlanta Lager cans in moody blue light

Fig. 01 — Lifestyle photography, launch event.

ClientMonday Night Brewing

Year2024

RoleBranding, Packaging

ABV4.04%

Overview

A crisp, no-frills lager designed for the city it's named after — black-and-gold minimalism that lets the area code do the talking.

I led packaging, branding, and tap handle design for 404 Atlanta Lager. The brief was straightforward: a hometown beer that stands out on shelf with simplicity, not noise. Even the 4.04% ABV is a nod to the ATL.

Since its 2023 launch, 404 has grown into one of Monday Night Brewing's most profitable brands.

Two 404 Atlanta Lager cans stacked at an angle

Chapter II

The Packaging.

404 Atlanta Lager can render — Fig. 02 — Can design, 12 oz.

404 Atlanta Lager six-pack carton mockup — Fig. 03 — Six-pack carton.

Chapter III

On Draft.

404 Atlanta Lager custom tap handle — Fig. 04 — Tap handle, installed.

404 Atlanta Lager tap handle detail — Fig. 05 — Tap handle, detail.

Yacht
Water.

ClientYacht Water

Year2024 — 2026

RolePackaging, Product Imagery, Merch

PartnerLil Yachty, Co-Owner

Overview

[ Brand blurb goes here — send it over and I'll drop it in. ]

Chapter I

The lineup.

Yacht Water full can lineup: Key Lime, Sunrise, Jalapeño, and Piña

Chapter II

Piña, the newcomer.

The newest product in the Yacht Water lineup, Piña launched in March 2026 and has already become the number one seller across the range.

Chapter III

Modeled by Yachty.

Yacht Water merch stack with hat and folded apparel

Lil Yachty in Yacht Water hoodie and hat

I designed the merchandise line for Yacht Water, modeled here by co-owner Lil Yachty.

Case Study

Custom Labels.

Overview

A running collection of one-off and small-batch label designs for Monday Night Brewing — each one a chance to try something new.

From the World Cup Beer series to the Lager Series and a steady stream of specialty releases, these labels span illustration, typography, and photography-driven design. Every project starts with the beer itself — the story, the ingredients, the moment it's made for — and works outward from there.

ClientMonday Night Brewing

Years2022 — 2026

RoleDesign, Illustration

FormatCans, Bottles

Gallery