Client: Lumber Beer
Location: New York
Challenge: 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.
Logo Design, Branding, Bottle Design, Brand Identity, Brand Strategy
Brand Solution: With history like this and the age of brand, we decided to create a vintage brand mark that was hand crafted 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 cold cap on his head, a full white beard, sunken eyes and a pipe in 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”.
The result is an emblem that looks authentic and connects with the history of the brand. The emblem works well on cards, t-shirts and their unique looking beer bottles. We have worked with a similar brewery with history fairly recently.