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 is a collaboration among Wisconsin brewers to brew together and release at the beginning of Madison Craft Beer Week. This year will be the first time we’ve packaged the beer for statewide release so we’ll need packaging design: bottle labels, six-pack carriers, case packaging, the works.
We wanted to develop branding that pulled together the brewers of Wisconsin Brewers Guild in a simple mark that established an identity for all Common Thread varieties of the future. The WI Brewers Guild logo was subtly worked into a bullseye inspired graphic and framed by a bold, red rectangle designed to work graphically on many levels. As the only unique reoccurring element on bottle labels, cartons, and six pack carriers, the mark will work to brand future collaboration brews.
With the overall Common Thread Collaboration brand developed, we moved on to branding this year’s beer variety while maintaining its secret identity until the debut. Concepts landed on a Russian propaganda inspired theme and the designs came together quickly. Utilizing repetition, hard shadows, and emotion with a subtle nod to the origins of the Baltic Porter, these packaging designs are instantly recognized in the market.
• First ever packaging for Common Thread