Town Brewing Company

EVOLVING A NEIGHBORHOOD BREWERY’S BRAND PRESENCE

Town Brewing Company is one of Charlotte NC’s relatively new, and up-and-coming breweries. Located in the trendy Freemore West neighborhood, Town had positioned themselves as being the neighborhood brewery for the area right out of the gate. After a successful first year of business, it was time to revamp their brand image to better reflect the energy and vibe of the neighborhood where they are located. Our goal was to give them a more exciting image on the bigger stage outside of just their area of “town.”

Town’s original brand image was developed to be very strict in color usage, type treatments and supporting imagery. This initial approach worked well for the initial brand rollout and grand opening, but it quickly became apparent that a fresh outlook on the brand was needed once the topic of expanding into the retail market and packaging for wide-spread distribution came up. We worked with, and continue to work with, the Town crew on developing a packaging system that allows for any style of art and type treatment to work within the overall consistent packaging architecture.

The work we created has been well-received (both locally and in their growing distribution foot print), and the expanded new look is helping the Town brand stand out from their competition in the retail market. They’re definitely more than just a neighborhood brewery these days, and we’re happy to play a part in their growth.

In addition to developing a more robust image for the Town Brewing parent brand, we have also worked with them on development of sub-brands for their Spratt’s Premium Lager and Loose Leaf Hard Tea brands as well. We will cover those projects in more detail on our blog very soon.