The Lake George Beer Hub approached us last year as they were undergoing some big changes. Previously operating only as a contract brewing facility, they wanted to position themselves as an independent brewery and create their own line of beers. While the brewing facility was known to locals as the “Lake George Beer Hub”, there needed to be some separation between the identity of the facility and soon to be flagship label “Northway Brewing Company”.
STEP 1: THE VISION
Our work begins with helping them find their image. They wanted something that encompassed all of Upstate New York and the Adirondacks, but uniquely positioned them relative to other local breweries. Rather than focus on one town or area, the Adirondack Northway (I-87) was a great opportunity to reflect all the area provides. The Northway brings travelers from Albany to Montreal, where the state undergoes quite the change. This change can be reflected by a variety of activities and experiences, which is exactly what the brewery wanted to engrain in it’s followers. There’s something here for everyone. Thus, Northway Brewing was born.
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STEP 2: THE MESSAGE
Developing a cohesive message that matched this vision was next. Now back to a little bit about the Northway (the highway, not the brewery). Most people who travel north are looking to get away, relax, or explore the Greater Adirondack/Capital region. As we mentioned this can mean many different things to different people. Northway wanted to let their audience create their own experience, all while drinking their beer of course. Adventure is brewing was born.
Time for design… The Northway logo and visual branding would
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STEP 3: THE LOGO
Time for design… The Northway logo and visual branding would follow this adventurous message and tagline. The goal was to create an identity to extend through their labeling and packaging, sales collateral, and digital efforts. Their logo brings viewers along the highway from the foreground into the mountains in the background (similar to the Northway as you travel north). Whatever the adventure you’re embarking on, the Northway will take you there.
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STEP 3: THE CAN
After the logo was complete the real fun started. Northway Brewing wanted to create a few core beers that appealed to beer drinkers regardless of the activity or setting. This “family” of beers builds on the foundation, creates a cohesive identity across their labels, but lets each label speak for itself.