The website was made in a mobile-first fashion, but performs extremely well in desktop and tablet environments. The Prairie Street Brewing Co responsive website was a Gold Medal winner in 2019. The brand identity design itself and other aspects of our work for Prairie Street Brewing Co won Best of Show and several other Gold Medals at the American Advertising Federation District 6 ADDY awards in 20. The Dockside logo takes design cues from the Prairie Street mark, the barrel ceiling in the bar itself, the river that flows just outside its doors and the nearby Jefferson Street bridge and its familiar arches. The new identity was methodically applied to many different touch points, from a new logo to coasters to crowler and growler packaging designs to tents to wearable merchandise to a new sub-brand for Dockside Taproom, a subsidiary bar that serves Prairie Street’s beer and food in the basement of its building at river level. Upon launch, the new identity also resonated with consumers as two consecutive years of record-breaking beer production and sales ensued. We named and created the brand identity for Owly Oop Sports Pub. Concurrently, we helped the owners leverage an opportunity presented to them by the Rockford Park District to manage food service in the new 105,000 sq ft downtown indoor Sports Factory.
Owly oop sports pub full#
A full identity system was created with primary, secondary and tertiary elements for use in a variety of applications from big to small, from one-color to full-color process printing.Īfter many months of research, strategic planning and design, we eventually launched a new, fully unified Prairie Street Brewing Co brand identity in 2016. The logo features an arched-neck peacock and obliquely references its current owners, Chris Manuel, Reed Sjostrom and Dustin Koch, with it’s three-feather motif. Prairie Street Brewing Co occupies a building built by Rockford’s very first craft brewer: Jonathan Peacock, an Englishman who immigrated to the United States in the mid-1800s. We tested many other options, but beer drinkers preferred the authentic connection to the building’s history. They liked the fact it is rooted in the authentic history of the business, the building and the community. The new Prairie Street Brewing Co brand identity resonated strongly with validation research respondents and customers, alike. We closely audited the existing Prairie Street Brewing Co brand and competitive ones. We tested a number of different name and identity solutions. We studied the history of the building and the fact its brewing roots went back to the mid-19th century. They recognized the fact they needed third-party, experienced eyes to help them assess the best path forward.Ī decision was made to engage GrahamSpencer to conduct its proprietary qualitative/quantitative research and strategic planning process, GSearch, to audit where the brands stood now, study their historic origins and consider their place in the increasingly competitive environment in which they operate.ĭuring GSearch, we and the owners learned a lot about the reality of the business as well as stakeholder perceptions. They also had been approached by another company doing business as “Rockford Brewing Co” (in Michigan) and were faced with a potential fight for control of the name. They called the brewing side of the business Rockford Brewing Co and the building itself Prairie Street Brewhouse (the building is large and mixed use and includes residential, commercial and boat storage spaces in addition to brewing and restaurant features). The owners said they were concerned their brand(s) were disjointed and in danger of spinning out of control.
But, we didn’t think the quality of their brand identity and advertising lived up to the reality of what Rockford Brewing Co was in the eyes of its fans. We loved their building, their products, their enthusiasm and what they were doing for downtown Rockford. We had been considering contacting them for some time. When the owners of Rockford Brewing Co contacted us for branding help in 2015, it seemed like fate.
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