APPLETON BEER FACTORY
STRATEGY + BRAND IDENTITY + ILLUSTRATION + PACKAGE DESIGN
Appleton Beer Factory is a craft brewery, restaurant and event space located in downtown Appleton. They are part of a growing segment of craft breweries in northeast Wisconsin and offer their beers in-house, at local bars and restaurants and in grocery stores. As their event offerings expanded, Hype worked with Appleton Beer Factory to create their alternative brand, Appleton Music Factory which includes live music and entertainment.
Appleton Beer Factory already had their second logo iteration when Hype took over as their creative marketing partner. However, they were lacking a more complete brand identity. Appleton Beer Factory and its building had a rich founders’ story, but it wasn’t well communicated. Their branding needed a cohesive theme that includes fonts, styles, colors, packaging & messaging. They also were not tapping into the real potential of their merchandise sales. With our extensive merch experience, we knew we needed to create a fun and cohesive brand that would appeal to their customer and increase merch sales.
Hype began by refining Appleton Beer Factory’s current logo, then expanding and enriching their branding with a series of fun, factory-themed illustrations that would be applicable to many future branding projects. We created a new brand story. We illustrated factory characters and personified factory elements to focus their brand and make it fun. With the new brand elements, Hype quadrupled their merchandise. We continue to expand their brand recognition with messaging, packaging, social media, promotional items, sales materials and environmental graphics.