Yuengling Hershey’s Chocolate Porter

Two iconic brands. Two sets of non-negotiable standards. One packaging system that made them feel like they always belonged together.

Objective: Yuengling Hershey’s Chocolate Porter brought together two of Pennsylvania’s most iconic brands and two distinct sets of brand standards. Working closely with the creative and marketing teams at both Yuengling and Hershey’s, the design challenge wasn’t creating something new from scratch; it was making both brands feel like natural partners across five formats without either losing their identity in the process.

Solution: Every decision required balancing two brand voices simultaneously: Yuengling’s heritage-rich brewing tradition against Hershey’s bold, recognizable chocolate equity. I worked within both brand systems to develop a cohesive packaging family across the neck label, face label, 12-pack bottle, 6-pack basket, and point-of-sale materials. The collaboration earned national press coverage across major outlets, including USA Today and Food & Wine, a launch that let the packaging do the talking.

Product photography by Tierney.