A full identity system for a franchise growing from a single taproom into a national chain.
The brief was a mark that would survive being applied by hundreds of franchisees with wildly varying production budgets — screen-printed on glassware, routed into timber, and blown up across a building façade. That constraint drove everything: a single-weight mark, a fixed palette, and a spacing system that fails gracefully when someone inevitably ignores the guidelines.
Photography by the client. Brand rollout with the in-house marketing team.
