Miel Brewery
Beer Label Design & Website
As a craft beer enthusiast and designer, I love how both things can blend to deliver unique experiences.
While living in the Irish Channel neighborhood of New Orleans, I was excited for Miel Brewery and Taproom to open just a few blocks from my house. I was lucky enough to befriend the owners, Janice Montoya and Alex Peyroux, and Miel quickly became my happy place.
Over the next few years, I had the pleasure of collaborating with them on two projects that are now some of my favorites: a beer label and a website.
Mammoth x Miel Collab
Mammoth Coffee Co., a New Orleans coffee roaster, found a home at Miel Brewery and collaborated on an American stout brewed with coffee beans from Colombia's Tolima Department. The result is a smooth, approachable beer with notes of cherry and citrus that highlights the character of both the roast and the stout.
Janice, Miel's co-owner and creative director, invited me to design a label that would celebrate the collaboration while honoring each brand's distinct look and feel. Skulls are a recurring motif in Mammoth's visual language, so I paired an illustrated skull with a repeating wordmark treatment in a bold mesh gradient – a nod to the layered, complex flavor of the coffee itself.
The beer was eventually rereleased a few months later under the name Double Trouble.
That relationship later led to bringing Miel on as a client at Online Optimism, where I led the redesign of their website.
Website
Miel had outgrown their original website. Between the brewery's bold style and an ever-expanding menu, they were pushing past what their old site could handle, and needed a far more capable CMS and events calendar to keep their community in the loop on pop-ups, trivia nights, and visiting food trucks.
Working alongside Janice, I carried Miel's colorful identity into the redesign, building out a vibrant beer list , an events system, and table reservation forms, all designed to feel at home next to the brand's striking photography and visual language.
From a beer label to a website launch, Miel remains one of my favorite collaborations. Proof that good design often starts with good conversation and a pint.
Credits
Mammoth x miel label design:
JP Madridwebsite Creative Direction:
JP Madrid & Janice montoyaDesign assistance:
Claire Escobedo & Valerie RuizWeb Development:
JP Madrid & Ivey BarrAgency:
Online Optimism