This content was originally published by The Hop Review, a digital magazine that joined the Hop Culture family in March 2020.
This piece was written by Jack Muldowney.
LOVELAND, CO
At the edge of the Rocky Mountains sits a small microbrewery and tasting room dubbed Loveland Aleworks. And this just so happens to be one of my personal favorite branding efforts for any small brewery I’ve come across. San Francisco design firm, Manual, created the system that includes, but is not limited to: glassware, growlers, stationary, tap handles, signage and interior. As noted from the designers, the brand is inspired directly from the building and town’s past: “The identity takes cues from Loveland’s past as a railroad town, from the logo badge itself, to the custom-designed tap handles based on 19th century railway signal levers.”
The outcome as a whole is a beautiful contrast in modern identity work and typography versus the raw and historic space. Admittedly, this approach has been quite trendy in design from logo work to interiors – but how it’s been accomplished here is rather impressive and restrained. Maybe a little overly simple for a beer brand, but certainly memorable. Plus, no better way to offset a more stark simplicity than with witty copy and quotes (as seen on some of the posters below).
A custom typeface, elegant line-work badge logo & a beautiful space pair perfectly with the friendly tone of the brewery itself. If I ever make it to Loveland, Colorado, I will know where to stop first.
TYPOGRAPHY: 10/10
ILLUSTRATION: 8/10
INTERIOR: 10/10
PACKAGING: 9/10