Drink To The Contrary

Branding, Logo, Packaging, Advertising, PR

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.
Branding, Logo, Packaging, Advertising, Public Relations