Lumber Beer: Reviving a 200-Year-Old American Legend
Situation: Reviving 200-Year-Old Beer Brand
Lumber Beer is one of the oldest beers in the USA but little is known about it because it has always been a private label brewed for a private membership. It was never put in stores and never sold in public. It was a myth that was passed from generation to generation of lumberjacks. Over the years, it became rare and finally died out but people kept talking about it. After over 200 years, this brand is being revived and requires a new logo and branding.
When the client wanted to launch their own brand of specialist beers, they decided to look for a historic label that they can buy and restart and spent over 2 years investigating the history of this brand and the myth. Finally, they managed to track down the descendants of the original label and bought the rights to Lumber Beer.
The craft beer market requires brands that communicate heritage, authenticity, and quality. Lumber Beer needed a brand identity that would honor the 200-year history while bringing the myth back to life for modern consumers.
Task: Create Logo and Branding Bringing Myth Back to Life
The challenge required:
- Heritage honor: Brand identity that honors 200-year history
- Myth revival: Visual identity that brings myth back to life
- Lumberjack connection: Brand that connects to original private membership of lumberjacks
- Authentic feel: Logo design that suggests craftsmanship and authenticity
- Historical accuracy: Brand that establishes credibility and heritage
Action: Strategic Brand Development
Logo Design: Vintage Handcrafted Emblem
With a history like this and the age of the brand, we decided to create a vintage brand mark that was handcrafted and drawn including the typography and all. We decided to focus on illustrating an old lumberjack as the hero of the brand mark.
After researching and sketching several illustrations of old men with beards, we got one that suited the story and the brand perfectly. It shows an old lumberjack with a cold cap on his head, a full white beard, sunken eyes, and a pipe in his mouth. The expression of this old lumberjack is one of seriousness, confidence, and peace. Behind the head, we draw two axes crossing and framing the face. On the top is the word “Lumber” and below the head is an old vintage ribbon with the word “Beer”. On either side of the head, we put the words “Est. 1872”.
This design approach:
- Honors heritage: Vintage handcrafted style honors the 200-year history
- Connects to lumberjack: Connects to the original private membership of lumberjacks
- Suggests authenticity: Hand-drawn typography and illustration suggest craftsmanship
- Establishes credibility: “Est. 1872” establishes credibility and heritage
Result: Brand Identity That Honors History
The result is an emblem that looks authentic and connects with the history of the brand. The comprehensive brand transformation delivers:
Strategic Outcomes
- Heritage honor: Brand identity successfully honors 200-year history
- Myth revival: Visual identity successfully brings myth back to life
- Lumberjack connection: Brand successfully connects to original private membership of lumberjacks
- Authentic feel: Logo design successfully suggests craftsmanship and authenticity
- Historical accuracy: Brand successfully establishes credibility and heritage
- Complete brand system: Vintage handcrafted emblem, brand identity system, and visual language create unified experience
Implementation Success
Today, Lumber Beer uses this comprehensive brand identity to attract customers who appreciate historic American beer brands. The emblem works well on cards, t-shirts, and their unique-looking beer bottles. The vintage handcrafted design successfully revives the 200-year-old Lumber Beer brand while honoring its heritage as a private label brewed for lumberjacks. The brand successfully positions Lumber Beer as a revived legend that brings the myth of lumberjack beer back to life for modern consumers who want to experience a piece of American brewing history, with brand identity that looks authentic and connects with the history of the brand.
