Nestled in a Rocky Mountain valley, lies the tiny town of Lake George, Colorado. It's here that spouses Andy and Ashley Sparhawk decided to build a brewery, aptly named The Foam Line.
“The Foam Line” is in reference to both the foam that forms in rivers—which fish use to find shelter, oxygen, and food—and a line of foam at the top of a good pour of beer.
"We want to create something for ourselves that we can be proud of and that gives us more control over the decision we make for our young, growing family."
Andy and Ashley reached out to Studio DNVR to help them with their soon-to-be brewery. Through our discovery call with them, we uncovered three main priorities for their new logo & brand identity:
To address the client's requests, we:
We began our brand identity project by conducting discovery meetings. We helped Andy and Ashley answer questions that uncovered what makes their brewery unique, who their target market is, and how to identify their ideal customers.
To achieve this, we reviewed a company questionnaire the clients fill out in advance to create their brand profile, and then researched their company and competitive landscape. With this information we built a strategy to guide the process.
Next, we curated, presented, and discussed visual moodboards with the client. These facilitate a conversation where the client can offer their input about the art direction, and we can surface insights and align on an art direction together.
The fly-fishing theme and the history of Lake George provided ample inspirations for a brand identity design that would help a new brewery stand out in a saturated Colorado beer market.
We started with a lot of quick sketches to encourage creativity and efficiently explore many ideas.
In our first logo design review, we presented three polished concepts to Andy and Ashley. While there were certain elements from each concept they liked, none felt like the one.
We strive for true collaboration with our clients, and this case study was no different.
Andy and Danny had a great conversation about his vision, after which Andy came back a few days later with a refined set of his own visual moodboards and logo sketches. We welcomed his input and moved forward to design a new concept.
In our Round Two review meeting, the client feedback we collected indicated that this concept was much closer to Andy's vision.
For our final review, we presented a finessed concept informed by the previous round of feedback. Andy and Ashley enthusiastically approved.
Through our logo design process and the collaborative creative steps undertaken alongside our client, we arrived at the final approved primary logo design.
We expanded the brand identity system to include a horizontal wordmark, circle badge, ambigram (a monogram that reads the same when flipped), and a trout icon.
This allows for consistency and flexibility in most real-world applications.
These guidelines include the color palette, brand typefaces, usage guides (safe margins, sizing guide, incorrect usage), and image file explanations.
They help both the client and any of their vendors or design partners work with and correctly display The Foam Line's brand identity consistently, effectively, and professionally so that it has the best impact on current and potential customers.
We designed several projects using The Foam Line's new brand identity that extend the visual theme to a variety of mediums.
“Whether you're a new business (like we are) or an existing brand, Adam and Danny have the skills, organization, empathy, and character to enhance your entire brand strategy — not just offer a a single element like an new logo or web design.
I recommend Studio DNVR because of their organization, professionalism, but mainly their compassion. Adam and Danny's desire to provide our company with the perfect solution and footing for our business to grow.”