Printshop is the culmination of all my beer experience - from homebrewing to working as a bartender at a craft beer bar to working in a brewery in design and packaging. Myself and three friends started homebrewing at the Bearden Beer Market where I worked and sharing our beer at festivals under the name Hindsight Beer Co. A few years later, when I returned to Knoxville, we found a spot to open a brewery in an old offset print shop. We did most of the work to get the brewery open ourselves. We cleared out and demoed the existing structures in the building, refinished floors, framed rooms, constructed bars and coolers, hung a new ceiling, painted, and so much more. Next I worked on branding the brewery. Unfortunately we had to change our name and with my background in printmaking and our new home in a former printshop we decided to call ourselves Printshop Beer Company.
For a brewery that I started, I wanted to have fun with the branding. I played around with many ideas for the primary logo and eventually decided on a custom script with the can tab "Co". I created a monogram style mark to match the script and a basic wordmark, again using the can tab.
With the primary branding set I didn't want to adhere so strictly to a brand colors and a clean style. I used many of the concepts from my branding exploration in banners, events, icons, and merchandise. The brand acted as a gallery of many different styles.
Since we weren't able to package our beer we relied on social media as an opportunity to give the brews character. In addition to a handful of core brews we often released one-off and infused versions of beers. To advertise all of these unique beers I created tiles and banners with limited color palettes and fun illustrations.
