Diana Goldberg designed the packaging for Posen Beer, taking inspiration from her family, especially her great great Aunt Martha.
Growing up in the United States, her family worked as artists and in construction, but Martha in particular worked at a rodeo "called Miller Brothers 101 Ranch which was the birth of the Wild West Show," according to Goldberg. To symbolize this history with Posen Beer, Goldberg made a label that features a bull right in the center, with what looks like beams of light coming out of the animals head. Surrounding the bull are ropes, which contributes to this rodeo-like look. The color scheme is quite neutral, with a dark red, yellow and green symbolizing the different types of beer.