The challenge with this project was not in finding inspiration – the beer was fresh and distinctive and the founders were enthusiastic about a number of directions. The trick was to home in on imagery that tied in with the name, a sort of western-tinged phrase, while it relayed the hand-crafted message and maintained that elusive, ever-so-cool refined grittiness that the intended consumers – hipsters – would want to brandish on hats, hoodies and other swag.
Trevor and Mercy had identified the future home for a taproom and production space, and it was unassuming and utilitarian. We knew that, because of the start-up nature of the business, we needed to be sensitive to the costs of implementation, and to recognize that, for a while, the logo would be standing alone in a warehouse style space. It had to proudly boast its gutsy roots while competing with many other small brewers with bigger marketing budgets.