Ponysaurus beer identity Exhibit

Ponysaurus beer identity

Baldwin&’s brand identity for the new Ponysaurus brew mixes whimsy with an emphasis on craft.

The brand identity for the new Ponysaurus Brewing Co. was designed to support the company’s position as traditional beer craftsmen and add an unceremonious, light-hearted attitude. Just as the name Ponysaurus suggests a fusion of unlike parts, the identity combines the meticulously etched illustration style of nineteenth-century zoological artwork and an entirely silly-looking creature with equine hindquarters, a dinosaur head and stunted little arms. The packaging includes distinctive paper wrapping (which also helps prevent spoilage due to light exposure) and a Ponysaurus-branded bottle tape that recalls the revenue tape seen on spirits bottles. Whimsical collateral materials include letterpress-printed Ponysaurus business cards that double as bar coasters and a menagerie of little Ponysauruses (or is it Ponysauri?), hand-fashioned from toy dinosaurs and horses that have been spray-painted gold, for salesmen’s giveaways and leave-behinds.

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