Active Beer Culture
Beyond the brand update, ABC wanted to implement the new look into social media and merchandise.
When I started working with Alliance they already had a brand with logos, icons, and colors that had been made by a large design firm. Initially they just wanted a wordmark based on that branding and the occasional instagram tile for a new beer release. As they grew they needed to package beyond crowlers and saw that as an opportunity to update the brand. The update uses the original logos but focuses on the flame instead of the torch, a ROY (red, orange, yellow) color scheme, and bold, retro stripes. I used the stripes and bold colors to create a packaging system that is easily recognizable and flexible to fit new beers.
Beyond the brand update, ABC wanted to implement the new look into social media and merchandise.
Alliance Blending Concept is a new addition to Alliance Brewing Company. It's branded separately because it fundamentally differs from the main brand. The concept focuses on wild yeast and bacteria driven beers often aged in oak puncheons while Alliance Brewing primarily brews "clean" beers that adhere to established style guidelines. Ryan Clark, who runs the program, wanted to keep to the bold linework of the main brand while using the influence of nature and science. Together we came up with the idea of the yarrow and flask.
