The intent of this exercise was to create a distinctive and eye-catching brand that would be attention grabbing and also very memorable. With numerous craft beer brands occupying the shelfs with what seems like unlimited choices to decide between, we wanted to use bold graphics to make an immediate attention grab.

Our process always starts with listening. This is critical for a successful project. Before we start research and begin to concept, our goal is to download as much information from our clients as possible. Knowing that Texas-pride was a key component to this exercise we tried to deliver a modern interpretation of Route 66. Vintage signs and graphics as well as eclectic artwork all resonated with the team as a design direction. But how could we spin the story with a wonder interpretation? Graphics that have "flag-like" qualities was a direction we thought provided a lot of flexibly to branch out from going forward as the business expands. The ability to monetize the brand in the form of an on-line store (plus in-house brewery store) was one of the main directives given to the team.

Unfortunately the project has been put on-hold because of the global pandemic, but the initial reaction from the client and associated stockholders has been extremely positive. There has been a lot of excitement from everyone involved and from others who have had the opportunity to view the project. The feeling is that this brand will position them well for success in the near future.