The Hop Factory | Identity

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  • The Hop Factory is a Craft Beer Cafe & Restaurant on Newcastle’s Darby Street offering gourmet food with an emphasis on matching beer. The Hop Factory boasts 16 taps of craft beer, both local and imported, and a wine list predominantly featuring Hunter Valley vineyards as well as offering specialty coffee.
    Pennant worked closely with the owners of the bar to develop an identity which reflected the unique and ever changing range of craft beers featured at The Hop Factory. Playing with the double meaning of the word ‘Hop’ we chose the Jackalope (an elusive mythical creature of North America) as the bar’s mascot, creating a symbol that embodied the qualities of craft beer in an unexpected way.
    In addition to the core identity, we also worked with local Novocastrian illustrator Jace Prasil to develop a set of playful illustrations and secondary elements that were applied throughout the interiors and collateral. We also provided art direction for the interior of the space, with a colour palette and visual style taking inspiration from the industrial chic of the factory floor.
    Photo Credits:
    Interior Shots – Amanda Cole
    Coffee Machine – Folioilo