Project Objective and Process
Free Will Brewing Co. is a craft brewery based out of Perkasie, Pennsylvania. What they lack in branding and packaging, they more than make up for with their quality of beer. This identity redesign elevates the Free Will brand, using the name as a jumping-off point and taking cues from Greek philosophy, but in a modernized and sophisticated way to help it stand out in the saturated market of craft beer.
This project was produced as a rebranding project. The biggest hurdle was coming up with a new, memorable, and cohesive feel for the brand. The logo took the longest time to realize, but after the idea of sleek Greek philosophy came about, the rest of the branding and packaging followed suit rather quickly.