15 June, 2015
Eastlake Craft Brewery is the work of Ryan Pitman, a Minneapolis Minnesota based bus driver, who had been brewing craft beer on his own for years. His dream came true when he came across the perfect space to create a brewery in the heart of Minneapolis, on Eastlake Ave. Ryan approached Vietnamese creative agency Rice Creative with his vision to produce a wide and ever-evolving range of eclectic brews with unusual ingredients.
Rice have created a brand with an open identity which emphasis on uniqueness. The hand drawn characters represent the local community as well as the eclectic brews on offer at Eastlake Craft Brewery. The cast of working class characters, Minneapolis inspired logos, and unique graphic elements, personify and identify what is at the heart of the brand: Finely crafted beers with great character, and the community who shares them.
“We wanted each logo to be unique and stand on its own. Some of them are completely custom, like the script, the wave pattern, and the Eastlake “E”. For others we used a typeface and modified it, like the block logo with the slab serif and the jug logo. With others, like the round logos, the typeface wasn’t modified at all.
But most importantly, the use of the stamps brings all of the logos together texturally, adding imperfections, distressing the line and distorting the shape of the letterforms.”
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