Down the Road Beer Co.
Beer from across the world brewed just down the road.
Brand strategy, visual identity, can design, swag
In the world of craft, a beer’s country of origin can endure as the most sacred element of its identity shaping its ingredients, color, and taste. Beer lovers know this, but most casual drinkers don’t. Down The Road Beer Co. brews authentic beer recipes from all over the world so everyone can enjoy them locally.
Legends In Beer
Owner, world traveler, and master brewer Donovan Bailey developed a concept to connect each beer with a legend from where its recipe originated as a way to add more depth to the drinking experience. But this concept was lost throughout the rest of the brand outside the original can artwork.
After sobering up from an intense discovery phase, we embarked on a journey to create a strategy that would cement Down The Road’s identity: Legends In Beer.
Beyond the brew
The new beer can and identity design allowed us to expand the scope beyond the brew and into a new revenue stream for the brewery, including Down The Road merchandise and a line for each legend.
Sadly, Down The Road Beer Co.’s owner and master brewer, Donovan Bailey passed away shortly after approving the final designs. So, unfortunately, the rebrand never saw the light of day. We showcase this rebrand to celebrate our work together and are proud to say that Donovan’s last words to us posted to Basecamp were, “You guys are killing it. Keep it up.”
REST IN PEACE, DONOVAN BAILEY
A legend in beer.
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Agency: Heretic LLC
Jeremiah John Louf
creative direction & copy, illustrationEric Trieu
art direction, design, illustrationTed Pioli
illustrationZarah Sikora
Illustration