City Built Brewing Company
City Built Brewing Co. was about to open a new brewery in an already saturated Grand Rapids brewery market. Knowing Well has helped companies differentiate, City Built contracted Well Design to develop a brand that would help set their brewery apart from other breweries in town.
Most importantly, for the brand to truly take off, the brewery needed assets and strong brand direction that allowed their in-house team to continue the brand for day-to-day collateral.
The result has been one of the most successful launches of a local brewery since the opening of Brewery Vivant in 2010.
The first step was to expand their black and green logo to better match the vibrancy of their Puerto Rican inspired food, and their locally unique beer styles. We helped them develop a hand-lettered type to give energy to their website, and further mixed the visuals and energy of the brewery with the local music of Puerto Rico in a promotional video. Finally and most visibly, we have been able to create the energetic designs for their beers. Using the skyline as inspiration, we’ve been able to create patterns that fit the flavors of the beer.