Derrick White Ale began as a Samuel Adams Taproom Exclusive beer in 2023. Since then, it has evolved to a 16oz can and most recently a 12oz can sold in a variety pack. The 16oz can was the first design to be sold and build a fan base. Merchandise was designed alongside the can release. The goal was to remain close to brand guidelines while emphasize the persona of Derrick White on the label and retail items.

Can Design, Retail Design,