Design by: Orange Element
We worked with Monument City to analyze the existing market and competition, then figure out where Monument could find a niche, while at the same time honestly representing who they are and who they want to be.
We started with the brand positioning, coining the phrase “honest craft beer” to position Monument as a high-quality yet accessible entrant to the market. We moved from there to the visual identity and core brand messaging, which we developed as a modern nod to the tone, look, and feel of regional family breweries from the past.
In order to create a design that would fit right in with the manufacturing heritage of Baltimore City, we studied everything from decades-old beer cans to farm equipment, seed packaging, and industrial labeling. It was important for Monument to capture the true spirit and history of Baltimore, and we had a great time studying what made many of those older designs so successful.