Bringing rustic vibes and artisan flavors to Indy’s bustling brewing scene.
Indianapolis is brewing up more craft beer than you can shake a stick of hops at. Tow Yard Brewing was a new entrant into the Circle City market and was facing a lot of competition from established brands. They came to xiik with some beer samples and a need to develop a brand image and voice that would set them apart.
First things first, we began with strategy. We uncovered the nuances of the beer aficionado and added a working-man’s tone of voice. We papered our conference room with a collection of inspirational images, textures, and colors related to both breweries and junk yards. Then we began crafting a new identity with a logo, and quippy coasters. Then came packaging and environmental brand elements like tap handles and exterior signage.