Right Brain Brewery of Traverse City, Michigan sought a brand makeover as they moved to a new location to begin distribution. They wanted to retain the essence of their original brand (fun, quirky, creative) while moving towards a more kinetic system that would allow the brand to continually evolve while still retaining its foundation.
Consisting of a typographical logo mark as the foundation—utilizing their previous logo's "brain energy" component—the system allows for the ability to mix and match various illustrations. The illustrations represent different characters that embody a pioneering or creative spirit. A custom hand-drawn typeface was created by the illustrator.