Gold Coast Beverage was the largest beer wholesaler in the State of Florida and they were looking to expand their portfolio to create a new social marketing brand with their local craft beer selections. The project was to create a young, edgy, and urban-style logo and brand name for their new social division. Went through several name ideas and created logos for all. Names ranged from "Florida Crafted" to "SoFLocal", which references "South Florida" and "Local", to convey the concept of locally-brewed craft beers. Gold Coast liked tattoo/graffiti-styled writing so those are all hand-drawn, using the State of Florida as a tap or substituting a letter in the typeface. The peninsula of Florida was also stylized to represent the shape of a hop as one idea.