The company was started by two brothers who loved drinking beer and just wanted to try making their own. Brewing in the garage or driveway, they were singularly focused on making one good beer that they would like to drink. They thought that if other people liked it, great, but if not, they always had their day jobs. Turns out, people loved it. They quit their day jobs and have expanded into a well known brewing company with an office, warehouse, and taproom.

The current branding (left) highlights and emphasizes a simplicity and elegance to the company, which is apparent in their beer labels, allowing their brews to speak for themselves. They don’t need to be bright and eye-catching because they know they have a quality brew

that people will choose.

While purposefully minimal, the current label designs border on too minimal. In need of scale shift and line weight variation, the labels lack distinction and presence at a distance, allowing the unique icons become lost.

The new identity (right) highlights the Maine Beer Company’s values and beliefs while elevating the elegance and simplicity of their current branding. By creating hierarchy, and adding a touch of color, the labels become distinct and unique from each other, allowing them to stand out, not only in taste, but in visual presence.

I started the iteration process by researching who the Maine Beer Company, imagery of the company, and 50 logo sketches.

All this research resulted in the images below: