+ Project Information- Project Information
With the opening of their new location, Alpha Brewing Company was in need of a host of brand collateral, including ad copywriting, postcards, a menu, apparel, a new website, and label designs for the first beer that they planned to can in-house. While Alpha had a logo and tagline that they wished to keep, their brand needed an expanded language, both written and visual, to help tell their story. This is where we began.
Ultimately, we wanted to emphasis the culture of the brewing team– a unique blend of academic curiosity and self-assuredness. We cleaned up the rough traced vector logotype that they had been using, standardizing the glyphs and pairing the final result with Gotham Rounded, a typeface that could relate back to the new logotype and unify the brand. Because ABC wanted to begin printing their labels in-house on a repurposed label maker, we leaned hard into the B&W scheme, giving all of their collateral a simple crushed black field with strong white lines and flashed images.
The creative direction played on popular images from art history – the Sistine Chapel and Dutch Golden Age paintings to name a few, while the copy supplied a brash and pointed contrast. A wicked and weird combination that speaks directly to the brewery's vibes.
The website was developed as a way to reinforce customer experience - it is tied to the digital in-house taproom menus. The bartender edits the menu at the bar and the website automatically updates to match it.