Moody Ales Branding

Background

Moody Ales joined the saturated Vancouver craft beer market in 2015. The two brewers quit their high-paying jobs in the IT industry and pursued their first love: beer. The brewery is located in an industrial area, Port Moody, and although still appealing to the ‘hipster beer crowd’, the brand would appeal to the working class, the tradies.

Problem

They are for beer-lovers and people new to the craft beer market. They required an identity that reflected their many contradictions. To be accessible yet educative, to be fun yet smart. To be for the beer connoisseurs and the newcomers.

Solution

The result was to create an identity system where each beer had its own personality, its own mood and character: literally. We worked with the brewers to identify who the brand was and how people reacted to their spot in the market (cue tasting focus groups!). My role was to lead the design and strategy, illustrate and design all packaging, logo material, web design and eventually the tasting room in the brewery.

Credits:
Completed while working at Free Agency Creative, Vancouver
Creative direction: Tak Yukawa and Don Williams (Free Agency Creative)