Middle 8 Brewing Company was inspired by our very own project manager, Sean McBrearty’s twin passions -- homebrewing and music. Sean has been brewing beer for over 10 years, starting with small malt extract batches before eventually moving to a 10 gallon all-grain setup. Along the way Sean has perfected a few recipes, which became the basis for the brews you see below. Push10 worked closely with Sean (which was pretty easy, since he already works here!) to develop a brand name and to ultimately craft a unique visual language for the new brand.
While making beer is a fairly straightforward process for Sean, coining a name for the brewery was not quite as simple. The Push10 team held a few extensive strategy meetings to understand the brewery’s history and to discuss the future of the brand. After considerable team brainstorming, Middle 8 and the initial product line nomenclature was solidified.
To reflect the detail and passion behind each brew, Push10 hand lettered each label. While the color palette and general layout remain consistent, every beer has it’s own symbolic instrument and iconography to represent it's unique flavor profile.
Push10 created an adaptable mark that can be used seamlessly on different types of packaging and promotional materials as the brewery grows. The overall brand has a timeless typography-focused style that will propel the brewery far into the future.
We used the branded artwork for each label to create a website header that is unique and eye-catching. The development team had fun working on the subtle animations that bring this artwork to life.
We've added a blur animation when you reach the bottom of the page to replicate drunk double vision.
Emily Schilling, Designer