(Est. 2013) “Founded by friends, Kavon Togrye, Paul Vaughn and Matt Miller, Bearded Iris Brewing Co. has carved out both a local and national reputation. Locally, they are known as the brewers of Homestyle - a welcoming 6% oated Mosaic IPA so pervasive in the state, it can be seen from the lakeside to the finest steak houses in the state’s capitol. Nationally, their hazy IPAs are in high demand. Modern hop fans from both coasts swap their own iconic favorites by mail with residents of Tennessee to get their tastebuds on BIBCO’s cutting edge flavors and premium ingredients.”
Punch Design (DC and North Carolina)
We began the process by leading a strategic survey of Bearded Iris' history, story and identity. But even more crucial was where they wanted to go. The founders take most of their inspiration from the lifestyle brands of which they are fans: Asics and Addidas, Beats by Dre and Supreme. The existing, roughly-sketched iris mark did not convey anything about who they were, and didn't serve the iconic function that marks from other lifestyle brands do. Their loosely-nouveau typefaces weren't setting the right tone, either. The watchwords we used throughout the whole project were "Less is way, way more." - evidenced by the streamlined packaging for Homestyle, the first of several year-round products BIBCO will be releasing in the coming years. Herb Lubalin, designer of the famed Asics Tiger logo we all loved so much, designed almost all of the typefaces we elected to use for the brand. Staying true to style was key.
Images (opinion after)
The old logo was a mix of Art Nouveau with I’m-so-drunk-I-can’t-draw-letters-straight; really bizarre type and very unappetizing. The new logo maintains the “iris” icon and pairs it with a 1960s-esque wordmark that’s a little quirky and sets the tone for the offbeat personality of the brewery. I don’t quite like the full logo but the BIBCO shorthand version is quite nice. The merchandise is pretty cool and ambitious for a small brewery. The packaging for the flagship beer, Homestyle, is really slick with the black background and minimalist design punctuated by the icon and the custom lettering. I don’t know what the iris has to do with the style of the lettering but what the heck, they look good together. The experimental series packaging is… not good, even by “experimental” standards… it’s just random stuff on a label under a white logo but I can see some folks digging it. Overall, there is an evident purpose to make this into a hip, local-lifestyle-ish-beer brand and it does so well in the core identity but goes a little off the rails in the experimental series.