Make Mine a Double
DeliverablesBrand StrategyNaming & TaglineLogo DesignWebsite DesignWebsite DevelopmentPackage Design
Middle 8 Brewing Company was inspired by twin passions of homebrewing and music. The brewer began over 10 years ago, starting with small malt extract batches then larger all-grain setups, perfecting recipes and blasting rock tunes all along the way. Push10 worked closely with the client to develop a brand name and to ultimately craft a unique visual language for the new brand.
Push10 serves CPG clients via Aid&Abet, its specialized food and beverage branding agency. As part of an ongoing partnership, Aid&Abet is helping to refine and enhance the burgeoning family of brands, just like Middle 8 Brewing Company.
The Naming Process
As a very new beer on the scene, coining a name for the brewery was no small task. The Push10 team held extensive strategy meetings to understand the brewery’s history, draw upon the musical background of the brewers, and to discuss the future of the brand. After considerable team brainstorming, the name and the initial product line nomenclature was solidified. Middle 8 refers to the musical 8-bar break that occurs in the middle of most popular song styles. It can be unexpected and refreshing at the same time – all while keeping that sweet groove thumping.
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.
A Scalable Logo
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.