Orange County, California's innovative, award-winning "The Bruery" sought to spin off a sub-brand compromised of all their portfolio's wild-fermented and sour beer. Varnish Studio Inc was selected to lead this new branding charge. The brand was to simultaneously feel distinct and yet recognizable as part of the larger "The Bruery" brand. Design inspiration was drawn from the owner Patrick Rue's French roots and a hint of wine label vernacular.
The parent brand, The Bruery, is know for it's ambitious die-cut labels with interesting background patterns. Varnish sought to invert the relationship of die-cuts and the use of patterns by choosing a more subdued die-cut label and allowing the background patterns and logo to be the driving force on the labels. The brewery produces a very high amount of beer releases every year, and as such, Varnish chose to develop a standardized label format to ease the workflow of producing new labels, while still maintaining a custom-look. All die-cuts, embossing, metallics, and varnishes are common from label to label. Each label, however, is distinguishable as unique through the use of different background patterns and the logotype color scheme.
The new brand has been extremely successful. Expansion for a dedicated Bruery Terreux tasting room is under way in California and the brewery continues to produce the highest quality, innovative and sought after wild and sour beers.