The branding consists of a single mark with a multitude of imagery: the shape of a tulip glass as seen from above, an oak barrel turned in space, a Venn-diagram of intersecting influences, and a coming together of friends and family to enjoy excellent beer. The surrounding design system is utilitarian to its core. Squared and rounded geometric objects are built on an internal grid, offering a stark contrast to alt-music inspired beer names. The tone of voice is skate kid means science nerd. It’s colloquial but still a bit smart. The result is a system of cans that are esoteric yet calculated and a shelf presence that can be spotted a mile away.
The Establishment built their business on a vision for beers that paid reverence to old- school methods, crafted in new-school ways. We saw a strong connection between their philosophy and that of the Bauhaus — transparency of process and ingredients, the rejection of unnecessary ornamentation for staunch simplicity, and the belief that science itself can be an art form.
