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 following deliverables resulted from a careful audit of their competition, target audience and existing collateral, just to name a few components. The thoroughness convinced the owner our identity system and packaging designs were ideal solutions to address these current brand deficiencies. They continue to use all these assets to this day, which continues to acrue notable brand equity.
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 in the culture of the city, which is home to Ferris State University. It attracts equally a local audience and millenial college-goers with a developing palette for craft beers.