The Story
 

I met Constantine & Kelly through a mutual friend in mid-2012, when their idea of opening a beer growler shop was still forming.  They had a passion for craft beer and wanted to share it with their community.  Both were motivated by their experiences in restaurants and marketing earlier in life, and found an opportunity to start something in a growing sector of the craft beer market.  They had a name, a tentative location, and a community ready to support them.
 

They needed a brand to match their vision - plus the guidance to deliver that vision across the digital landscape.

I began the brand exploration by listening to Constantine and Kelly describe their plans, in as much detail as they could offer.  I saw growlers at summer patio gatherings a year ago, but didn't realize the concept of growlers was moving so quickly.  Constantine shared how they wanted to start introducing the growler experience to their friends and neighbors, and emphasized that it was all about great beer and great service.  Most importantly, they wanted to create a friendly and unique experience for craft beer enthusiasts.
 

The Project
 

Beer Growler Nation sought out branding, site design, content management, packaging, in-store printed collateral, and marketing communications tools they could manage on their own.  The brand study included a number of proposed solutions.  In the end, Constantine and Kelly chose a bold red star rendered on a growler.  The brand mark is rustic, simple, and impactful.  Constantine & Kelly wanted a concept that people could rally behind - a visual brand (represented by the growler bottle) that was good enough to be displayed in people's kitchens and a focal point at gatherings.