The challenge. Headed by a brewmaster whose roots stretched back to the beginning of Indianapolis’ modern craft beer scene, the Outliers brewery was a highly respected brand—but one in need of refreshment.

The answer. We identified Outliers as a beer that deliberately went outside the norm, appealing to people who did likewise. We created a new, active logo that carried a sense of exploration and discovery, as well as a new tagline exhorting audiences to “Drink to the Contrary.” The new identity was applied to growlers, and also to crowlers—oversized cans with new packaging that reflected their established names.