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.
Formerly Rockford Brewing Company (and said to be the oldest still standing brewery in the state: 1849), the north central Illinois operation is now Prairie Street Brewing Company. In the past, the outfit has also been known as Peacock Brewery and Rock River Brewing Company. Needless to say, some confusion with the multiple ‘brands’ arose. Add to that some legal disputes between Rockford, Michigan’s same-named brewery, and it was clear that a new identity was needed.
The new brand is still a nod to the brewery’s history, and there are plenty of visual and naming devises to pull from. And PSBC does just that, without overdoing it.
We asked Prairie Street Brewing exactly what this ‘new’ look meant to the business:
“What does our new brand mean to us? It means a lot from a business perspective,” said Reed Sjostrom, co-owner of Prairie Street Brewing Company. “It’s a professional platform from which we can not only grow locally, but regionally and well beyond. It’s memorable. It’s own-able. It’s unique. It’s all those things we and the designers wanted it to be.”
“But, most importantly, it’s authentic. The brand’s roots are with the man, the English immigrant Jonathan Peacock, who started it all right here at 200 Prairie Street in Rockford, Illinois in 1849. His story is our story. Our story is his story. And it’s all part of the fabric of this community we love.”
We also reached out for the designer’s thoughts and intentions with the creative:
“Everything fell into place with this project,” said Jay Graham of GrahamSpencer Brand + Content. “We had clients who believed and invested in a professional process. And, it’s important to note that they were running a very successful business when they hired us. Oftentimes, people in that situation sit back and let well enough alone. Not PSB. The owners knew brand and communications was an area that could and should be improved to help them achieve their very aggressive long term goals.”
“Best of all, though,” he continued, “our team and theirs decided to create a brand around an absolutely authentic core. We owe it to Jonathan Peacock for providing the underpinnings of a timeless-looking brand that has deep, layered, nuanced, powerful and honest roots.”