Branding a Belgian-Inspired Brewery in Finger Lakes Wine Country

In 2020, New York State had the second-highest number of breweries in the country. Then, COVID-19 hit. With the forward-thinking craft beer industry in the state, led by the New York State Brewers Association (NYSBA), Brewery Ardennes could keep to their plan of opening a Belgian-inspired craft brewery in Geneva, New York, in May 2021.

Working as a collaborative partner with the Brewery Ardennes team, we developed brand guidelines, brand voice and brand identity through discovery sessions, language exploration and visual planning sessions. In addition, our design team developed can labels, bottle labels, merchandise, coasters and a board game (yes, a board game!).

To take advantage of the Belgian-inspired nature of the brewery, our design team created illustrated characters inspired by the owners’ dogs – Barley and Hops. A nod to vintage cartoons in the Franco-Belgian genre and Upstate NY, Barley and Hops bring humor and fun to a category that is about having a good time.

Videography by Finger Lakes Film Co.

Photography by Julie Roesser

The 29 Design Studio team includes strategists and creative designers that helped us to focus and prioritize the initial launch of our brand, including web, social and visual identity. Their partnership helped to connect us with other like-minded individuals, businesses and resources. The team is highly responsive and works hard to fulfill and exceed requests. Stacey Edinger, Head of Hospitality & Cofounder, Brewery Ardennes

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