Shake Shack

In early 2020, the design team at JD&Co was asked to design logo concepts for Shake Shack’s partnership with Brooklyn Brewery for the Shackmeister Ale.  The beer is sold at Shake Shack’s worldwide, with different breweries creating the ale for each region – leading to inconsistencies with the branding for the beer.

The goal was to create a logo that could be used across all locations globally, starting at Brooklyn Brewery.   Shake Shack’s team had sent over a moodboard of what they were going for – something modern, inspired by neon signage. Each person on the design team came up with a series of concepts and one of my initial concepts was selected. From there our team revised the logo to the main image below; other original concepts I had worked on are also featured here.