UI/UX Case Study
Ebb & Flow is an art-driven,eco-friendly craft beverage brand that blends bold flavors with hand-made illustration. We create small-batch drinks that celebrate creativity, community, and the natural world.
This case study covers the creation of the Ebb & Flow Co. brand, landing page, social media, and other various printed touchpoints.
For people who crave beverages that feel meaningful, eco-minded, and art-driven, choosing a drink often feels uninspired. Many craft brands lean too chaotic, too corporate, or too mass-produced. Customers need a brand that is:
Nature-Rooted & Honest, not artificial or over-manufactured.
Visually Expressive, but not loud or gimmicky.
Clean & Craft-Focused, yet experimental in flavor and design.
Community-Driven, turning every sip into a contribution toward something bigger.
21 – 50 years old
1 year
WordPress, AI, PS
Ideas & Designer
People crave drinks that taste good and do good, but most options force you to choose. You can support sustainability but sacrifice flavor, or choose flavor and compromise your values.
We refused to choose. Ebb & Flow balances bold, creative flavors with eco-friendly packaging, human-made art, and social responsibility. You get a drink you love, without the guilt.
To ensure Ebb & Flow Co. truly reflects the values and expectations of modern craft-beverage consumers, I conducted qualitative research focusing on emotional, experiential, and brand-perception perspectives.
I had informal interviews with:
3 craft-beer enthusiasts (ages 21–34) who actively seek out small-batch and experimental brews.
2 eco-conscious consumers who prioritize recyclable packaging and sustainable purchasing habits.
Key Findings:
Expectation of authenticity: Customers expressed that they are drawn to brands that have a story, something rooted in place, purpose, and people. They want to feel connected to the hands that make the product.
Desire for sustainability: Interviewees emphasized that recyclable cans, low-impact production choices, and transparent eco values strongly influence purchasing decisions.
Visual identity matters: Buyers noted that they often pick up a new beer based on its can art first. Bold, nature-inspired visuals and storytelling elements make a product stand out on crowded shelves.
Flavor with personality: Consumers enjoy brews that feel unique and fun flavor profiles, clever names, and a sense of whimsy or adventure. They want beverages that feel as dynamic as the brand’s identity.
Community-driven loyalty: People said they’re more likely to support a brand that reinvests in its community through environmental initiatives, local partnerships, or charitable donations.
The Good:
The Bad:
The Good:
The Bad:
Age: 29
Occupation: Executive Assistant
Location: Fargo, ND
Personality: Outgoing, organized, thoughtful, loves camping
Pain Points:
Goals:
How TaskPaws Helps:
Fun, imaginative flavors make them feel like they’re supporting creativity, not just beer.
Age: 21
Occupation: College Junior, Art & Design Major
Location: Minneapolis, MN
Personality: Creative, scatterbrained, enthusiastic, emotionally driven
Pain Points:
Goals:
How TaskPaws Helps:
My final files were a result of lots of advice per classmates to bring all the testing to perfection, see below for everything I worked on over the year!
Ebb & Flow is a craft beverage brand rooted in balance, creativity, and environmental responsibility, offering thoughtfully made drinks that celebrate moments of connection, rest, and self-expression. In contrast to craft brands that lean heavily into exclusivity or hyper-masculine aesthetics, Ebb & Flow prioritizes approachability, emotional resonance, and human-centered storytelling.
The project encompassed the development of a cohesive brand identity and visual system across packaging, digital touchpoints, and marketing materials. From illustrated can designs to messaging that emphasizes sustainability, employee ownership, and handmade artistry, every element was designed to feel intentional, warm, and grounded in nature.
The project focused on:
Creating a distinctive, emotionally driven brand voice within the craft beverage space.
Designing packaging that feels collectible, expressive, and human-made.
Communicating eco-friendly values without sacrificing personality or visual impact.
This case study documents the research, concept development, visual exploration, and refinement processes that shaped Ebb & Flow into a fully fleshed out brand.
