Seipp’s

Brand Identity Design

Conrad Seipp Brewing Co.

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German immigrant Conrad Seipp founded his brewery in Chicago in 1854. By the late 1870s, Seipp’s was among the largest breweries in the United States, and it dominated the Chicago beer market, producing over 100,000 barrels a year. Despite its early success, the brewery struggled through Prohibition and closed in 1933.

In 2018, Seipp’s great-great-great granddaughter began the process of resurrecting the Seipp’s brand and its beer. True story was hired to update the product logo, formal signature, and corporate seal for a contemporary, beer-savvy audience. A custom, low-contrast script typeface was designed to withstand lo-fi printing on materials such as metal or cardboard.