Habitat Brewing Company is a new craft brewery opening in a historic district in Detroit Michigan. They will have a large tasting room and plan on beginning distribution of their three primary beers immediately. They hope to create a product and visual aesthetic worthy of the history of the community in which they are located.
My strategy for this project was to create a love letter to Michigan and the city of Detroit itself. I came up with the tagline “A Home Away From Home” early on in the projects inception. Growing up in the Detroit area I know how unique this part of the United States is. I have since had to move away from that area of the world and have met many others who have hailed from that region as well. We all share a fondness in our hearts for our true home. Whether you live close enough to visit the brewery itself or are enjoying a Habitat beer hundreds of miles away I wanted something that could remind you of your connection to that community.
I attempted to integrate vintage signage and industrial design aesthetics into the branding project. I wanted to create something retro with light modern touches.
HABITAT MISSION STATEMENT:
Youthful summers spent “Up North” swimming in the great lakes. Collecting Petoskey stones that remind us of the beauty that can be found in nature's geometry. Driving through towns that time forgot. Seeing Sufjan Stevens in the basement of St. Andrew’s Hall. Exiting onto snow-covered streets surrounded by abandoned high rises. These are the feelings we try to imbue in every one of our fermented goods. As pure as the water from your childhood swimming hole and as crisp as the ice beneath your feet. Whether you live just down the street or have moved hundreds of miles away we hope we can be a home away from home.