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.
Tempe, AZ
Pedal Haus Brewery is a small craft beer operation in Tempe, Arizona. And while their branding has since changed (for whatever reason), I felt the need to share the original aesthetic, as created by celebrated graphic designer, Jon Contino of New York City.
With a heavy cycling focus, Pedal Haus played up the two-wheeled inspiration in its design narrative. Contino points out, “With a centralized location, the ability to ride a bike, park it, and enjoy your evening is a core experience of the brewery. The bicycle influence runs throughout the brand and is represented by many of the illustrative marks.”
With such inspiration as its backing–coupled with a solid color palette and an Arizona jack rabbit icon–the Tempe brewery launched with a well considered concept and plenty of playful visual stimulation.
“With a history rooted in cycling and European brewing practices, the “badge” represents the many aspects that help define its culture. A badge shape references cycling culture, a jack rabbit adds some local flavor, and the mountains in combination with the North Star embody the spirit of adventure.”
“A diverse palette of alternate brand marks are peppered throughout the brewery. Even simple coasters expand the brand narrative with an array of alternate icons.”
“Not only does the jack rabbit represent grace and speed, but there just happens to be a giant jack rabbit statue alongside the brewery. As a landmark and an icon, the jack rabbit embodies all that is Pedal Haus.”
Images courtesy of Jon Contino.