Brand Concepting, Product & Packaging Design, Merchandise Design, Print Design

2022

For a company which had already built a solid reputation in the Seattle-area craft beer and hospitality industry, the original logo no longer fit.

Once a brand is established, there’s always risk in shaking things up. A brand refresh would allow the company to have a standard set of colors and typeface, which gave a cohesive look to everything from packaging to merchandise.

The new logo is bold and works well in a variety of applications - from merchandise to packaging and signage. Part of the new design was also a distinctive retro-pattern which made for an interesting, eye catching background that could be applied to can designs for core products and printed marketing materials. The end result was a comprehensive brand representation that included the website, packaging, physical spaces and a detailed style guide.

With the brand refresh, merchandise sales increased 300%. The overall look is much more polished and cohesive and is easier to apply to a variety of applications.

Part of the rebrand was an adaptation of the logo for the “Mug Club” to be more in line with the new identity. That involved changing the character to the main logo stewardess and adding titles around it so it would feel connected to the main brand.