Every year, Mike Hess Brewing hosts Hessfest—a charity concert supporting pediatric cancer research. We brand the event with whimsical pop art illustrations to create a recognizable and vibrant identity. In 2021, inspired by the global focus on Ukraine, we used a dove of peace and the blue and yellow colors, incorporating the Imperial Beach Pier as the event’s backdrop.

Another year, we featured a surfing bear to capture the California spirit. This branding drives merchandise opportunities while showcasing the brewery’s connection to the coastal Imperial Beach community, where the event is located.