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.
OAKLAND, CA
With simple typography at its core, Oakland, California’s Original Pattern Brewing Company has managed to create a series of uniquely striking cans, to pair with its minimalistic and intriguing brand. Founded in 2018, the employee-owned brewery partnered with San Francisco-based design firm Play to create a flexible and kinetic visual identity system.
From the design team:
Play partnered with Original Pattern Brewing Company to create something that could grow, evolve, and reflect the spirit of a company committed to constant flavor experimentation. The Original Pattern name was the genesis of the system, made of consistent elements that rearrange, rotate, expand and contract. Every new brew has a different typeface, color, and pattern based on its taste, the hops it uses, and, of course, its name.
It’s refreshing to see such a unique departure from the world of craft beer branding and packaging. What some might consider a very design-nerd-designed label system is actually a fresh take on a brewery’s packaging ‘template.’ The consistency lies in the utilization of scaled down letterforms to create larger visuals, and do so in a unified color palette. This is a great way to build intrigue and excitement for each subsequent can release.
We find the typography patterns to be, well…original. And we dig that.
“Every new brew has a different typeface, color, and pattern based on its taste, the hops it uses, and, of course, its name.”
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Photos & graphics via Play Studio.
Project photography by Eric Louis Haines. Can Renders by Giant Void.