Bottle cap mock up.
Glass bottle mock up.
Business card mock up.
Letterhead mock up.
Social media mock up.
Sprecher's
Current Primary Logo
Rebranded
Primary Logo
Primary Logo
Secondary Logo
Brandmark
Wordmark
"Brewing the Best of the Best."
Sprecher Brewing Co. is a Milwaukee based brewery that was started in 1984 by Randy Sprecher. He obtained German-style brewing recipes while being deployed in Germany during the Vietnam War. He returned to the United States with the goal of opening up a microbrewery.
This brewery differed from others at the time because of the German style beer. After many years of only brewing beer, the brand decided to brew soda to appeal to their already established audience’s children. This soda quickly grew popular and out sold their beer. Sprecher Brewing Co. was the first craft brewery in Wisconsin.
The Company believes in authenticity, boldness, freedom, rebellion, and tradition. Their aim is to brew good things by leveraging nearly forty years of business experience in brewing to manufacture their product the exact way the consumer wants.
"The goal of this rebrand was to revise Sprecher Brewing Co. into a company with an authentic, bold, and traditional visual identity while maintaining the charm and nostalgia the brand already has."
The objective of this project is to rebrand Sprecher Brewing Company from a Creator archetype into an Outlaw archetype. Some things that are needed throughout this rebrand are:
"Maintain the current
brand values of Sprecher
Brewing Co. and portray
them in the outlaw
archetype."
"Modernize the brand
through the use of a new
visual identity."
"Have Sprecher Brewing
Co. appeal nationwide.
Sprecher Brewing Co. is a
very midwestern brand,
so how can it appeal
nationwide?"
"The creation of a brand
system that consists of
unique logos, a new color
palette, new typefaces,
and applications across
different platforms."
The complete brand guidelines created for this project are found here:
The complete process book for this project is found here:
Another part of this project was the creation of a website. The link for this website is found here: