Opened last year, Forgotten Boardwalk Brewing is a micro brewery in Cherry Hill, New Jersey, started by home brewer Jamie Quel, who grew up around the Jersey Shore and frequented its famous boardwalk (and others along the state), leading to the name and theme of the brewery. Forgottern Boardwalk offers three year-round beers along with a number of seasonal and special offerings, available in cans or on tap at the tasting room, which has its own set of skee ball machines and fun house mirrors. The identity and packaging for the brewery were designed by Nashville, TN-based Perky Bros.
The identity brings to life the stories of sideshow oddities, historic events and darker side of the boardwalk’s past, while filtering it through a quirky, yet restrained visual lens. The packaging’s design and minimal palette creates a clear and inviting presence on the typically cluttered retail shelf. The brand mascot, inspired by the feral cats living underneath the boardwalk, narrates our pretty true “tails” as well as serves as a consistent visual thread from logo to the beer taps.
The identity revolves around the folklore and oddities of the boardwalk, with the feral cats living under it as the centerpiece. Mix in a little gypsy-circus-bearded-lady aesthetic and you get this identity. The three-eyed, harlequin-dressed cat has a great can’t-look-away creepy vibe that makes for a wonderfully eccentric mascot. The illustration style is perfect and the execution is spot on. The wordmark is set in a dangerously sharp serif that looks just as crisp set straight as it does on a curve. Like the boardwalk’s folklore, the logo is a wonderful oddity, particularly against today’s minimalist-slash-industrial micro brewery trend.
How sweet are those business cards with all the information typeset on a curve? That’s a once in a lifetime move. Few clients would go for something like that. And those coasters are definitely steal-able.
The cans are deliciously filled rim to rim with texture, type, logo, and a bonus identifying illustration that tells an old tale and explains the name of each beer, like the 1916 Shore Shiver illustration of a foot-less sailor whose leg was presumably eaten by the shark that terrorized the coastline and made everyone shiver. The minimal illustrations are adorned with what I’ll call Shitty Stipple style (meant as a compliment) that gives them a cool, amateur aesthetic. The typography on all the cans is perfect — typeset in what looks to be Neutraface Condensed — and playful.
Overall, this was clearly fun to work on and there was no shortage of ideas and source material to exploit as well as a client committed to producing a quality product with a great visual narrative around it.