Ale to the people

The Establishment came to us as a coalition of engineer buddies looking to legitimize their homebrew game. Self-described as The Calgary Philharmonic Orchestra playing the Star Wars soundtrack, we saw a lot of similarities between them and the Bauhaus design movement. Besides the obvious German connection with beer, we saw a transparency of process and ingredients, and the belief that science can be an art form. Both the logo and packaging pay homage to this concept through their geometric, analytic, and precise application of form following function. In working with the team at The Establishment, we came to see them as a group that revered the old-school but in new-school ways. All of this informed the personality of their brand as we built it out, from tone of voice to visual vibe.