The Strategy

Hopsonomy is an online learning path to teach employees to pair beer with people. Businesses use Hopsonomy to train their teams about craft beer to increase sales, improve customer experience, and keep up with changing industry trends.

The original brand identity for Hopsonomy was confusing to potential customers, who at first glance might mistakenly assume the company specialized in the actual hops ingredient.

We built a new visual identity around two major themes:

1. Provide approachable, practical craft beer education
2. Increase craft beer sales

Art Direction

We worked with Matt and his team at Modern Training to develop an entire illustrated “universe” of the objects, people, scenes, and icons for marketing and course content.

After several strategy meetings, we chose a simple, minimalistic illustration direction that was versatile and fast to produce without sacrificing quality, clarity, or charm. This achieved several results:

• Hopsonomy stands out from its beer education competitors
• Makes the training approachable (the complexity of craft beer can often intimidate beginners)
• Keeps concepts simple, clear, and digestible to make lessons stick
• Speeds production to meet the need to make hundreds pieces of artwork for courses and marketing materials
• Improves accessibility with an all-new responsive website and enhanced user experience/user interface (UX/UI)