ADAM PYSHER // Design // photoGRAPHy // Creative strategy //

Brotherly Love Brewery Case Study
Instructor: Katey Stafford
Fall 2022

Brotherly Love Brewery aims to make a positive impact on the community through social change and serving delicious craft beer and good eats.

Brotherly Love Brewery: Brewed With Heart

Mission

“Our mission at Brotherly Love is to align with the nickname of this great city we serve by spreading love to all those who step foot in the door. We strive to give back to our community by actively hiring those with prior convictions who are otherwise discriminated against in the workplace and in finding a well-paying job opportunity. By giving those with prior convictions a chance at working a sustainable job, they truly get a second chance at building back their lives and not resorting back to a life of crime when reentering society.”

Cheers to second chances.

Ideation Process

I came up with the idea for Brotherly Love Brewery with the vision of creating more than just a craft brewery known for its delicious beer. Reflecting on Philly and its vibrant brewery scene, I aimed to create a brewery that not only produces outstanding beer but also contributes positively to the community by providing employment opportunities for individuals with prior convictions.

Research

When I decided to pursue something more meaningful than just starting an ordinary brewery, I began exploring the potential social impact such a venture could have. My research focused on understanding the plight of individuals with prior convictions, particularly in Philadelphia, and how the lack of sustainable employment affects those re-entering society after serving their sentences. Discovering that approximately 25,000 people return to Philadelphia from various correctional facilities annually, along with around 240,000 low-income citizens carrying criminal records, underscored the urgent need for support. It became evident to me that establishing this brewery in the City of Brotherly Love could truly make a difference.

Logo & Branding

Iteration Process

During the iterative process, I sought to explore numerous variations of how the logo could be presented. I intentionally experimented with various elements and framing styles, adopting a comprehensive "leave no stone unturned" approach.

Primary and Secondary Marks

When designing the logo for Brotherly Love, I aimed to craft an emblem that captured the essence of a brewery while possessing its own distinct charm yet remaining easily identifiable. The outcome is a bold yet inviting logo

Color Palette and Typography

The main color scheme draws inspiration from the beer-making process, reflecting the vibrant green hops used to craft delicious golden brews. Dark green, gold, and white were chosen to harmonize with each other effectively. Maroon, navy, and beige were selected as complementary colors that align with the brand's aesthetic and blend well with the primary palette.

Selecting the color combination posed initial challenges. I aimed for a palette that not only suited the brewery's essence but also symbolized its culture or location. Considerations included using red, white, and blue to signify America's historic birthplace, or blue and gold to echo the colors of Philadelphia's flag. Ultimately, these alternative color ideas were incorporated as supporting elements into the final palette.

When it came to type choices, I wanted to choose a typeface that had an industrial feel to it, with the rich history of Philadelphia being an industrial powerhouse for so long.

Brand Guide

Packaging

Cans

The packaging design for Brotherly Love's cans adopts a clean and straightforward aesthetic, incorporating the brand's primary and secondary colors. I opted for a simplistic approach to ensure the cans are easily identifiable while still offering a unique look for each brew.

Variety Pack

The "Philly Special" Variety pack maintains the same aesthetic—clean, simple, yet instantly recognizable and enticing.

Brotherly Love provides customers with a comprehensive food menu alongside a compact draft list of beer offerings, presented on a clipboard. The food menu showcases the brand's alternate logo, while the draft list displays the wordmark at the top and the logo icon at the bottom. Additionally, the back of the food menu restates Brotherly Love's mission, serving as a reminder to customers of the mission they are supporting.

Ad Campaign

Brotherly Love's advertising campaign comprises three distinct billboards and a series of promotional posters. These billboards and posters are designed to capture the attention of potential customers through bold and compelling ad copy. They highlight either a product offering, the social mission involving the employees hired, or the welcoming social environment that Brotherly Love provides for its customers.

Brand Collateral

The brand collateral features shirts, hats, pint glasses, and coasters. They feature a merchandise-specific alternate logo, as well as the main and alternate logos as well.

Interior // Exterior Signage

Conclusion

During the journey of developing Brotherly Love Brewery and its various branding components, I gained valuable insights into branding and the significance of continuously evolving throughout the design process. I learned the importance of questioning initial ideas and pushing boundaries to achieve the best possible outcome. At several points throughout the project, I believed certain elements were nearing completion. However, through challenging my assumptions and collaborating with my professor and classmates, I was able to elevate many aspects of the branding.

spread love