As a brewery that produces more than 100 beers a year, variety is important to Cape May Brewing Company. That variety was a problem, however, when it didn’t have a brand identity system to unite all these beers. So we created systems each beer could live within, better dis-
playing the brand in the generous shelf space it occupied. We looked to the patterns, colors and beach vibe of the brewery’s hometown to inspire our designs, and used illustration to maintain individuality within the new brand template, key to the brand’s emphasis on variety. The results are strong: awareness is up, sales are up and Cape May Brewing Company is the leader in its region of craft.