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10.04.12

Hilliard's Beer identity

Identity, Consumer

This new, artisanal brewery in Seattle’s Ballard neighborhood warranted a contemporary twist on beer culture vernacular. Local studio Mint Design designed a can that references classic beer branding without typical craft brew graphic cliches (one of the founders has a background in design and was automatically open to something a little more daring). Hitting on the pattern idea quickly, the creative team landed on a chevron-based grid that can be reworked for each new variety. The wordmark (on the fronts and backs of the cans) draws from a classic American beer vernacular with a cool contemporary sensibility. The crisp herringbone pattern balances cleanly executed typography and channels traditional European blackletter in a contemporary way.

Bryan Danknich, designer; Mike Calkins, creative director.

mint-usa.comhilliardsbeer.com