Wisconsin Brewers Guild’s Common Thread Collaboration Beer gets a brand spankin’ new identity for their first endeavor into retail sales.Brand Style Guide | Logo Design | Packaging
Common Thread Collaboration is an annual beer brewed among Wisconsin Brewers Guild members and released at the beginning of Madison Craft Beer Week. 2017 was the first year the collaboration was packaged for retail statewide release. We set out to develop branding that pulled together the "Wisconsin Brewers Guild" and "Common Thread Collaboration" in a simple and strong mark that established an identity for all Common Thread beer varieties of the future. The Wisconsin Brewers Guild logo was subtly worked into a bull's eye inspired graphic and flanked by a bold rectangle giving the mark longevity, elegance and the ability to work with a variety of future designs. As the only uniquely occurring element on current and future can labels and cartons, the mark will gracefully identify future brews as a collaboration of the Wisconsin Brewers Guild.
With the overall Common Thread Collaboration brand developed, we moved on to branding this year’s beer variety, a robust Baltic Porter. The heroic realism and iconic elements of brewing came together in an image of pride and camaraderie. The can labels utilize repetition and hard shadows to pay homage to the origins of the Baltic Porter, while remaining a unique packaging design in the 2017 craft beer market. |
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