This small inaugural beer festival was in need of an identity for use in the promotion and on-premise signage and merchandise. After some discussion, it was determined that this identity would require a balance that would harken to the tradition and heritage behind the craft beer movement while infused with a modern esthetic to appeal to a wide demographic.

 

As this was the first of an annual planned event, another key factor was the ability to re-use the artwork for the subsequent events. The goal was to create a visual language that could be augmented for each unique event while providing a connection to previous events.

 

The result was a sold-out event and all wearables available were gone prior to the end of the event. Have begun work on next year’s event.