A relatively new brewery on the block approached dm design in order to elevate their shelf presence. The result? A new identity system and new labels for their flagship beers.
Problem/Solution
When Cranker's Brewery approached us in 2017 as a result of seeing what came to fruition as an inspired rebrand, we were excited. They requested to buy the rights to the identity system as well as our take on a couple labels, specifically for their Professor IPA and Bulldog Red Ale.
The deliverables resulted from an extensive audit of their competition, target audience and existing collateral. The thoroughness convinced the owner Jim, that our identity system and packaging designs were ideal solutions to address glaring, brand deficiencies. They use all these assets to this day, accruing notable, brand equity and building relationships with loyal patrons.
Identity Components
Packaging
Both the beer's names took inspiration from Cranker's relationship with Ferris State University and we wanted to ideate a direction that would appropriately appeal to both the millennial and baby boomer customer base. Typographically inspired by vintage posters and hand painted signage, we didn't shy away from the dimensional letterforms reflective of this period.
This typographic execution was married with photographic stone textures in the background, resulting in a concept that embodies the past and present while embracing the brewery's culture. The colors palette was fittingly inspired by Ferris State University. Consumer feedback has been largely positive for the redesigns as the brewery's personality has been more appropriately visualized.
Client
Cranker's Brewery
Our Role
Branding & design, illustration and packaging
Cranker's Brewery came to being as a brewpub in 2012, under the leadership of Jim Crank. They were founded in Big Rapids, Michigan and serve a variety of award winning brews. The restaurant and brewery is a staple cultural establishment in the city, which is home to Ferris State University. Cranker’s attracts equally, a local audience and millennial college-goers whom enjoy American grub and eclectic line of craft beers.