Industrial, punchy, illustration-heavy brand book.
A hand-drawn, taproom-honest identity for a craft brewery that names its process instead of hiding behind marketing gloss. Forge black and copper ale anchor a condensed industrial display face built for can labels, paired with sturdy grotesk body text for tasting notes that sound like the person who actually brewed it.
Color Palette
The foundational colors driving the visual identity.
#1C1A17
Primary background, can label base
#B5622A
Primary accent, flagship IPA line
#7C8B3D
Secondary accent, seasonal releases
#E8DCC8
Primary text on dark, taproom signage
Typography
The typefaces that give the brand its voice.
Bebas Neue
Condensed industrial display face for can labels and taproom signage.
Archivo
Sturdy grotesk for tasting notes, menus, and brewing specs.
Brand Voice
How we speak, write, and interact.
Sounds Like Us (Do)
- • Name-drop the actual hops and process - homebrewers read labels closely.
- • Keep tasting notes short and vivid, not wine-review flowery.
- • Sound like the person who brewed it, not a marketing department.
✕Doesn't Sound Like Us (Don't)
- • Don't over-explain the brewing process on-label; save it for the taproom.
- • Avoid corporate beer clichés ("crafted to perfection").
- • Don't use stock hop or barley clip art - illustration should feel hand-drawn.
Brand in Use
A look at the identity applied across real touchpoints.
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