LIC Beer Project
LIC Beer Project is an experimental craft brewery and taproom, located in the since-revived industrial neighborhood of Long Island City, Queens, specializing in Belgian-inspired, farmhouse style ales.
LIC has been a client since their conception, allowing collaboration on their initial logo design & brand identity, beer can and bottle label design, web design & development, and more.
Logo & Brand Identity
LIC Beer Project was inspired by the industrial history, grid-based architecture, and characteristics of New York City, as well as the simplicity and refined detail of European brewing traditions.
The LIC Beer Project logo was designed to reflect the brand’s inspirations while also remaining simple enough for an almost endless amount of applications. The precision of the LIC logo-mark is evident in the grid it was created on and can be easily redrawn in chalk or cut for a stencil. The LIC logo-mark can be paired with interchangeable brand text in a variety of arrangements for things like tap handles, can and bottle labels, keg collars, apparel, banners, and more.
Can Label Design
LIC Beer Project has amassed a cult-like following from collectors, not only because of their amazing beer, but because of their intricately illustrated can labels. These labels require more time to produce, so LIC wanted an additional label-design system for some of their experimental beers that are produced in smaller quantities.
The streamlined can labels were designed to facilitate quicker turn-around times and use less resources. Each beer label reflects a unique base color and an adaptable typographic layout conducive to swapping out beer titles of varying lengths or implementing the logos of collaborators.
Bottle Label Design
Occasionally LIC Beer Project releases exclusive beer in limited quantities of 750ml and ½ liter bottles. To set these apart from their other releases, they wanted to create a more high-end label design while still paying homage to their industrial inspiration and Belgian brewing influence.
The resulting labels were created in two colorways on textured 60lb Estate Label paper. The LIC logomark was die-cut from the label revealing the contents of the bottle as well as light from the reverse side. This, paired with a considered typographic layout and negative space, brings a level of sophistication to their exclusively-brewed beer.
Web Design & Development
Originally, LIC Beer Project was able to mostly rely on social media and a basic splash-page to keep followers updated with new events and beer releases. However, as the company grew, so did their offerings, event schedules, and customer inquiries, requiring a more robust website.
The LIC Beer Project website was built on the WordPress CMS and serves multiple purposes for the company. The website provides information on what’s going on at the brewery while also immersing the user in the brand story, it’s inspiration, and an ongoing archive of every beer released. The site is fully responsive to mobile and reflects the same industrial-inspired, yet, clean aesthetic that’s been established through the brand identity, label designs, and more.