Inspired in part by PJ's recent post on his thoughts as he considers his new brewery branding, I thought it would be a neat idea to take a look at some logos and identities of fledgling breweries.
A new all-organic brewery in Lancaster, OH, Rockmill Brewery, whose labels are all variants on this:
The Doodle Brewing Co., in Liberty, MO, has been in planning stages for a couple years, but appeared ready to bottle as of October:
Heretic Brewing, due to launch in Spring, is a gypsy brewer, in Pittsburg, CA:
Jackalope Brewing, in Nashville, TN is a venture by two self-described "New England Girls," making it one of the too-few all-female-led brewery efforts in the country, and it will be the first such commercial brewery in Tennessee. Here's their logo in silhouette form:
On a related note, this piece of advice from Mental_Floss, should you ever encounter a real jackalope:
The best way to capture a jackalope is to lure it closer with whiskey. Most people who have survived an encounter with a jackalope had plenty of whiskey with them. The jackalope presents a particular threat to tourists, and is most commonly seen displayed taxidermy-style.Now, you're prepared.
Crooked Stave Artisan Beer Project, half of a gypsy-brewing pair with Funkwerks in Fort Collins, CO, also unveiled a logo late last year
Lastly, Pipeworks Brewing, a brewery funded through Kickstarter. Full disclosure: I am a funder of this brewery... I donated the $5 on Kickstarter that pushed them from $39,995 to $40,0000.
Pipe is just a funny word/object, and it goes well in this humor-infused brewery. The use of a pipe wrench is just an amusing juxtaposition with a brewer's paddle and a Belgian tulip glass. One quick look at the site reveals that humor is a big thing for Beejay and Gerit. Generally, that's a good thing to have such an established part of a brewery identity. And in this case, that crossed and circled logo is a solid piece.
They do have one label posted, their Abduction:
I always get nervous when I see designers open breweries. On one hand, there's the immediate excitement at better aesthetics potentially in the field. On the other, they have a tendency to think they can design and run a brewery at the same time, which most can't. Look, it's not about talent; it's about time. Running a brewery takes lots of time, and I tend to find that it's worth it, if you're going to have any branding and marketing ambition, to let someone other than the founders handle the execution of the visual identity.
Still, lots of good stuff going on; hopefully we'll be seeing more from some of these breweries soon.