This project was a long endeavor and process, in which I fully rebranded an existing business from their logo to their brand execution and standards. I chose to rebrand Stone Arch Brewpub, a local brewpub in Appleton, Wisconsin known for their locally brewed beers sold at more than 100 local bars and restaurants in the area. They value supporting local, providing fresh, high quality food, and entertaining with live music events for the community to enjoy. Their current logo feels very detailed and outdated, while a good logo is simple, distinct, and appropriate.
First, was the process of creating a new logo mark. I experimented in different logo types such as workmarks, lettermarks, pictorials, emblems, and logo lockups. Then I experimented with color options, seeing what felt right for the brand moving forward. Ultimately, the charcoal grey, off-white, and dark orange felt like the right choice for Stone Arch Brewpub. See the before and after comparison of the logos below.
It is important to not only rebrand a company successfully, but to be able to showcase the new look and feel to the client through context. I created numerous mockups to present the brand in its variety of uses. From the actual beer bottle packaging, to business cards, coasters, social media profile avatar, to the website and t-shirts. Each one carries the same look and feel that makes the brand feel cohesive and recognizable.
Beer bottle design
Business cards
Business cards
Coasters
Profile Avatar-Instagram
Website-Desktop/Mobile
T-shirt design
Lastly, I created a short, loop-able motion graphic to post and promote the new rebrand as an Instagram Reel. With the three leaves in the logo, representing a simple, abstract hops plant, I wanted to emphasize the three leaves showcasing the process of the beer from creation, to the pour, to finally reaching the hands of the customer. Press play below to view the full video.
