CLIENT
An independent microbrewery and tasting room based in the small town of Loveland, CO. Their range of small-batch beers are inspired by traditional European and American craft beer styles. Being a new brewery in town, their customer base is predominantly locals and tourists.
BRIEF
Loveland Aleworks were entering a fairly crowded market, with the Denver, CO, area being the beer capital of the USA. There are numerous other breweries in Loveland, but none that included the name of the town. Our client wanted us to acknowledge an aspect of the history of both the town and the historic building that the brewery occupies. They needed to stand out as a new voice in beer. Friendly, modern, and honest, and with a nod to history.
APPROACH
The identity takes cues from Loveland’s past as a railroad town, from the logo badge itself, to the custom-designed tap handles based on nineteenth-century railway signal levers. A central part of the identity is a custom-designed typeface. A consideration was to marry the old with new, and bring style into the brewery tasting room. We designed the interior and exterior to exemplify the brewery’s charm. Honest materials including raw plywood posters, letterpress coasters, local reclaimed wood furniture, and heavyweight iron-forged hanging sign give visitors an immediate impression of Loveland Aleworks’ passion for handmade craft.
