Beale's Brewery
Visual Identity
When Waukeshaw Development set out to launch their second brewery, they faced a crowded craft beer market filled with complexity. The Joe Smith team I was part of anchored the identity in local history, finding the creative spark in the intriguing legend of the Beale's treasure.
We leveraged this myth to build a brand rooted in simplicity and mystery. I helped in developing the visual identity and other key touchpoints—creating everything from wall art and menu signage to unique experiences like hidden reward tickets. The reception of the Beale’s brand was phenomenal, with the brewery beatings its first-year projections twice over and quickly needing to increase Beale’s Gold production twofold to meet demand. This success demonstrated the power of our cohesive, story-driven identity to drive immediate market impact.
