CRAFT BEER 4Flex2018-08-21T19:04:07+00:00

Project Description

The Assignment

Oakland’s oldest production brewery, Linden Street Brewery lost its lease and changed ownership. They came to The M-Line for a rebrand, asking us to hold onto the local brand equity as well as hold onto the brewery’s roots in Oakland. The name had to have a sense of place and local significance. They loved the rich history of the city and its working-class beginnings of Pullmans and Longshoremen. Their vision was all of Oakland coming together over a glass of great beer.

ADVERTISING | PROMOTIONS | BRAND STRATEGY | NAMING | IDENTITY DESIGN | WEB DESIGN

Naming

History was researched, maps were studied and names were generated. A team was assembled from the Board of Directors, the Brewmaster and new owner, and a lively day was spent putting the names through their paces (over a glass or two of beer). After fierce competition from “Citizen Oak”, the decision was unanimous. “Oakland United Beerworks” was born. These were the finalists:

Golden Oak Brewers

Oaklands Gold

Local Oak Brewery

Oakland Station Brewery

Oaksta

Oaktown Brewery

Oakcraft Brewers

Oakland Social

Old Oakland Brewery

Oakland United Brewery

Oaklanders Brewery

Oaklands Own

Citizen Oak

1852

Jack London Oak

East Bay Brewery

Oakland Hops

Union Oak Brewers

The Oakery

West Coast Blue

Identity

Four logo design directions were presented:

United in beer.

Hey Oakland, Let’s get together over a great glass of beer.

Beer Break!

“Mmmmmm Beer.” – Homer Simpson

A brewery so awesome it has three logos.