Inspiration, Readings

Brand New is a blogĀ that provides ‘opinions on corporate and brand identity work’. May The Fort Be With You is a case study of of Fort Point Beer Co. Their branding is literally, on Point. Enjoy.

Established in 2014, Fort Point Beer is a craft brewery in San Francisco, CA. Brewing four core beers, Fort Point also offers seasonals and one-offs that were, until now, only available in bars and restaurants. To broaden their reach and bring their beers to the public, the brewer has launched a line of 12 oz cans and a new identity designed by local firm Manual.

On its own, the logo is literally only a small part of the puzzle, serving as the anchor upon which all the rest of the elements are built on. As such, it handles its weight just fine through a chunky serif that contrasts nicely against the thin lines in the arch graphic that surrounds it. As one of the few typographic elements in the packaging, the logo stands out quite well and complements the line-art approach…

View the rest of the blog post at BRAND NEW.