La Martesana is a 15th century canal that crosses Milan from the outskirts to the city center, passing through a popular area that is transforming at very fast pace due to the arrival of many young creatives. This project explores the iconic potential of an imaginary local brewery located in that area, through the brand design and all of the communication devices needed for the marketing of its beer. The first three beers in the collection take their name from the districts in the north-east part of the city (Gorla, Turro and Greco); they are designed with a focus on the historic aspects of the neighborhood, but adding the visual language of the new generation of its inhabitants.