CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Tom Crabtree

Designers

Tom Crabtree
Dante Iniguez
Eileen Lee

Project Manager

Patricia Callaway


TAGS

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LINKS

Manual
Loveland Aleworks

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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.

I never thought a brand iden­tity could have such a pos­i­tive effect on a small busi­ness. From the cus­tom font, to the inno­v­a­tive tap handles—Manual put so much thought, time, and craft into our branded materials—and it doesn’t go unno­ticed by our cus­tomers. Our let­ter­press beer mats are reg­u­larly stolen, and peo­ple have even inquired about buy­ing the ply­wood posters that hang on our walls. But more than any­thing, the brand­ing feels like the per­fect expres­sion of our per­son­al­ity. I can’t imag­ine it look­ing any other way. — Nick Call­away, Owner and Head Brewer of Love­land Aleworks

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