RESULT:

Countless marks and icons were designed trying to hone in on the essence of the brand. What was developed was a bold icon and logo set that is recognizable and memorable in the sea of beer branding logos. The logo literally stands up strong and has a definitive connection to the physical streets of South Central Los Angeles. The clasped hands icon speak to the brand's mission to build within the community. The brand system was developed in a utilitarian manner and will appear across their volume products, while collaborations, special editions and one-off products templated packaging where collaborative art will live