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.
Rochester, MN
A new brewery out of Rochester, Minnesota was looking for a way to bring some differentiation and visual contrast to an already crowded market. That’s when Thesis Beer Project turned to the design team at Buddy-Buddy to craft their playful identity.
The Minneapolis-based creative agency oversaw and executed every branded application—from packaging and merchandise to the taproom’s interior design, signage, and murals.
Further insight into the brand was provided by Allyson Palmer, co-founder of Thesis. [From Buddy-Buddy’s website]:
“The standout work of Buddy-Buddy was a huge differentiator for our business in a crowded craft brewery scene. Ross and Andy took the time to get to know us as individuals and listened closely to how we wanted our brand to feel, and why. They nailed the small details and brought our brand to life in an amazing way that was beyond what we could have imagined.”
The result, to us, is reminiscent of what might come out of a blending of aesthetic from Our Mutual Friend Brewing + Redchurch Brewing + Partizan Brewing. Its color palette and illustrations are friendly ‘n fun, the murals are overstated in the best way possible and the type and packaging are distinctively quirky.
Overall, this is a beer brand that doesn’t take itself too seriously. And we can appreciate that.
“Thesis Beer Project is a new craft brewery with a mission: to brew exceptional beer that serves as a catalyst for purposeful change in the local Rochester, MN community.
”
“The standout work of Buddy-Buddy was a huge differentiator for our business in a crowded craft brewery scene… They nailed the small details and brought our brand to life in an amazing way that was beyond what we could have imagined.
”
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Design & images via Buddy-Buddy.