Brand Identity System for 212 Brewing Company
I worked with an entrepreneur who had a vision of a creating a New York craft beer called “212”; he was looking for a full brand identity system for this start-up company. The name (which is the original telephone area code for Manhattan), inspired the brand to be all about New York—its history, architecture and culture.
I created a brand identity that is a simple, contemporary, bold design. The typeface, Rockwell, is an American slab serif developed in the 1930s that resembles the typeface used by The New York Times.
Bottle labels use images of New York; the designs stand out individually and work together as a family of beers under the 212 name. I also created a website, glassware, tap handle, clothing, business cards, packaging and directed a
multi-location photo shoot.
212 Flat Iron Ale is available on tap across various hotels and restaurants in New York City, and in Yankee Stadium.
- Project Roles
- Creative Director, Designer, Strategist
- 212 Brewing Company
- Art Direction, Brand Strategy, Creative Direction, Design Strategy, Digital, Packaging Design, Still Life Photography
- Brand Guidelines, Brand Identity, Branding
- Project Industries
- Beer, Beverage