Mason Espedal

I’m Mason, a beverage-focused creative director working hands-on with founders to bring new products to life. From early concepts to shelf-ready launches, I focus on building brands that don’t just look good, but actually work in the real world. My approach blends strong creative direction with a clear understanding of what it takes to get a product into market quickly and confidently.

My experience in beverage started at Canworks, where I worked directly with production teams preparing artwork for digital can printing. That exposure to the realities of manufacturing shaped how I approach every project today. Since then, I’ve worked across energy drinks, functional beverages, and RTDs, building brand systems and packaging that are designed to scale and hold up through production.

There’s something different about beverage. It’s fast, competitive, and there’s nowhere to hide. You either stand out or you don’t. I was drawn to that early on, and it’s what I still enjoy most about the space. For me, it’s not just about making something look good, it’s about building something people actually pick up, remember, and come back to.