DSSOLVR
DSSOLVR is an Asheville-based brewery defined by its tagline, “Brewed Until Surreal.” Known for its experimental spirit and boundary-pushing creativity, DSSOLVR specializes in lagers and other beer styles presented through bold, surrealist artwork that transforms each can into a collectible piece of design.
This project focused on translating the brewery’s experimental ethos into a unified visual identity system—one that could celebrate artistic expression while maintaining clarity and impact across a growing product line. The goal was to craft a brand world that felt as imaginative, vibrant, and culturally resonant as the beer itself.
Design Approach
The design approach embraced surrealism not only as a visual inspiration but also as a strategic framework for storytelling. Drawing from the brewery’s ethos of creativity and experimentation, the visual system leaned into bold illustration, dreamlike imagery, and unexpected compositions to create a world that feels unmistakably DSSOLVR.
By blending artistic freedom with a structured design system, each beer release was able to stand out as a unique, collectible object while still reinforcing the broader identity. Vivid color palettes, unconventional typography, and layered storytelling blurred the line between craft beer and contemporary art, transforming DSSOLVR’s packaging into a canvas for surreal, imaginative narratives that extended far beyond the taproom.
Design Objectives
The design objectives focused on developing a distinctive and cohesive brand system that fully embodies DSSOLVR’s creative energy while performing effectively in competitive retail environments:
Capture the Bold, Surreal Aesthetic
Create a visual identity that reflects DSSOLVR’s artistic DNA through surrealist illustration, vibrant compositions, and imaginative storytelling.
Unify the Brand Across Styles
Build a flexible yet cohesive design system capable of spanning a wide range of beer styles—ensuring visual harmony while allowing for individual expression.
Spotlight Artistry as a Core Value
Position each can as a standalone piece of art, reinforcing DSSOLVR’s reputation as a cultural tastemaker and creative innovator within the Asheville brewing scene.
Strengthen Shelf Presence
Ensure that packaging remains clear, impactful, and immediately recognizable on shelf, even within the context of highly competitive craft beer aisles.
Reflect Asheville’s Creative Spirit
Channel the vibrant artistic culture of Asheville into the brand identity, aligning DSSOLVR with the city’s reputation for bold creativity and community-driven innovation.
Credits: Photography — @HopMagazine | Brand Direction — Mike Semenec