Small Teams are the Best Teams
Some time ago I had the privilege of helping a local startup visualize their own future. As the economy changes entrepreneurs continuously find new ways to market and distribute products they believe in. The brewing industry is a standout in this regard. Thousands of creative brewers have flourished in Michigan after craft beer and brewing laws were revised to better reflect modern America. Boutique flavors of all sorts made with heirloom processes and attention have meant consumers get to fall in love with the fantastically varied products of today and yesterday.
One such startup is “The Great Mead Hall & Brewing Company” in Bangor Michigan. Reaching out, they requested the beginnings of a visual system. Their “go live” date was fast approaching and they needed labels and logos, signage and other important materials for a craft brewery. Along with the talented artist and Designer Martyna Alexander, our team created what has become a developing visual system for The Great Mead Hall brand.
We began with some blue-sky sketching and brainstorming (of course) to get a feel for the team and the soul of the client. So much jumped out at us. The rough and ready work ethic of the team, the level of quality and craft employed to make this delicious mead, and the call back to yesteryear when tiny breweries dotted every community across America. The Northern European connection was, of course, immediate - but also the purely American DNA of this business and how this venture prized authenticity and the team itself.
Martyna and I soon found ourselves drawn to the early 20th century vibe of the venture and the location. Located in a tiny community called Bangor Michigan, the retail space had once been a dry goods store situated across the street from the area’s grain elevator and rail head. This small town had its heyday prior to the great depression, and even today many residents proudly turn out to celebrate their home town every year. Art Deco flourishes and architecture still poke through the bland facade of later periods. Pressed tin panels line the ceilings of the shops, and a thousand beautiful paint colors flake from unassuming cast iron and hardwood. If a small town has a soul - this one lives in the beautiful summer of the past.
Our research drew us to three main themes, beyond honey and mead of course.
Simple Art Deco
Rustic Blacksmith
Ornate /1920’s
Here are our initial label concepts. Simple and clean, rustic with a reference to the blacksmith’s touchmark, illustrative, or ornate. This was our starting point.
The Norseman is trying to steal the show!
In the end, the clean and timeless look of Art Deco won us and the client over. Straight lines, flat planes, and metallic finishes all beckoned. The extra, personal touch came from a member of the brewing team, and so the Norseman entered the visual saga of The Great Mead Hall.
Logo directions - big, little, and bearded.
Check out the labels…
Label concepts.
Sign concepts were a stretch goal for the team.
Sign explorations.
I love creating label and packaging design for the beverage industry. It’s a place where creativity and wackiness are cultivated. Special thanks (as always) to the team at The Great Mead Hall, and especially to Martyna Alexander. Be sure to check out her work! The Great Mead Hall has continued to cultivate this visual system, and it has expanded. The sign of a successful brand.