Growing up in the bourbon capital of the world, the owner of BlueGrass BeerWorks knew he wanted to weave the history and culture of his iconic Southern hometown of Bardstown, Kentucky, into the framework of his fledgling business. Though his product—craft beer—is a departure from the city’s magnum opus, he rallied around creating something different, relying on brewing as his vehicle for experimentation. During the branding process, the term “bluegrass” resonated as a reflection of his culture, referencing the bluegrass region of northern Kentucky. His company’s name, BlueGrass BeerWorks, reflects his strong connection to this region and his dedication to creating something traditional, yet unexpected. For phase one the client sought an aesthetic for his brand that would provide the company with a strong foothold in the craft beer marketplace. The design relies on clean lines and simple shapes, creating a retro-modern aesthetic. The main grass/grain icon formed the framework of the brand program, which consists of 18 different symbols that can be used to complement the primary crest-shaped identity mark. Although there are variations among the axillary symbols, each one provides a consistent tie to the main logo, complementing and strengthening the brand. Phase two of this project will include the development of printed promotional materials, product packaging and digital media. Read Less