Circle K’s SeaQuest Brewing Co: Crafting a Private-Label Disruptor in Convenience Retail
Stage of Organization: Enterprise
Strategic Focus: GTM Stategy Development, Identity System Design, and Communications
Outcome: The product brand’s market momentum led to its acquisition and discontinuation by a competitor — confirming SeaQuest’s disruptive impact in the convenience retail beer category.
Role of Chris Cureton: Led identity system and communications design while Senior Art Director at Concentric.















“Circle K’s proprietary Lager and IPA brands debuted in 730 stores… The two beers weren’t available in other retail options.”
- Good Beer Hunting (goodbeerhunting.com)
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Convenience retailers had long been locked out of the craft beer surge:
National craft brands dominated pricing, branding, and consumer trust
Circle K sought to introduce a private-label alternative that felt authentic—not bargain
SeaQuest needed to visually express quality and craft credibility while aligning to a value-driven retail strategy
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This project reflects Phase 2: Clarifying the Narrative in the USBD Framework.
At Concentric, I led the visual identity and design execution for SeaQuest — crafting a system that brought private-label craft beer to life in a format that resonated at shelf and online.
Objectives
Build a compelling identity that positioned SeaQuest as a true craft player
Support merchandising teams with retail-ready graphics and signage
Translate the brand digitally with a lightweight but narrative-rich website
Deliverables Included:
Logo + Visual Identity System
Retail Merchandising Graphics (POS, shelf talkers, signage)
Web Design Direction + Graphic Assets
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Craft Authenticity in Private Label: SeaQuest felt premium and credible from launch
Retail Differentiation: The identity system gave Circle K the visual tools to disrupt the beer aisle
Strategic Response: A competitor acquired the SeaQuest brand — and shelved it — to neutralize its market impact
Proof of Strategic Design: SeaQuest demonstrated how identity-led innovation can challenge category incumbents
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Design isn’t just packaging—it’s positioning. Through strategic identity development, Chris Cureton helped Circle K turn SeaQuest into a legitimate threat in the craft beer category. The fact that a competitor acquired and killed the brand speaks louder than market share alone: great design shifts competitive behavior.