In 2017, Boston Beer Company affirmed its mission to be America’s leading independent craft brewery by refreshing the logo and packaging of its flagship brand Samuel Adams. To reintroduce consumers to the brand that ignited the craft beer revolution, they sponsored an event called Rocktoberfest in the heart of Austin, Texas. They asked for my help to make it visually unforgettable.
This wasn’t your parent’s culturally appropriated Octoberfest. Steins weren’t hoisted merely to satiate thirst, but to satiate the thirst for prizes. Rock Rose Avenue, Austin’s art-infused entertainment district, was abuzz with unforgiving rock music and live graffiti art painting.
A traditional logo with a clipart stein and German inspired typeface was destined to be derided by Austin’s subculture of independent thinkers and progressive politics. No, what Samuel Adams needed for this event was an identity as bold and authentic as their beer.
Working within strict parameters to ensure consistency with their new visual architecture, I constructed a logo that prioritized minimalism and fluidity to visually emote the brand experience. Key elements included a custom script, a frothy foam that conjures imagery of clouds and the outdoors, and negative space that creates the illusion of a traditional, brimmed Alpine hat.