Comprehensive Identity Programs





Creative Director

Tom Crabtree


Tom Crabtree
Dante Iniguez
Eileen Lee

Project Manager

Patricia Callaway


, , , , , , , , , , , ,


Loveland Aleworks

Loveland Aleworks by ManualLoveland Aleworks by ManualLoveland Aleworks by ManualLoveland Aleworks by ManualLoveland Aleworks by ManualLoveland Aleworks by ManualLoveland Aleworks by ManualLoveland Aleworks by ManualLoveland Aleworks by Manual


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.


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.


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

Browse entries