The Craft in Story-Telling
Reinvigorating a pioneer’s relevance: The story of a brand getting old is a story of relevance. Founded in 1986, Summit was among the first craft breweries to hang a shingle in legitimizing their craft. Over time, their shingle got a little dusty and failed to communicate the innovation that was fueling Summit’s growth in a marketplace that was fast becoming more macro than micro.
Reframing their story. Inspired by Summit’s love for community, their surroundings, the mighty Mississippi, Midwestern values and the Founder’s reverence for his hometown, we realized these were the central characters to be used in reframing Summit’s ever expanding story. Core brews, Seasonal brews, Limited Edition offerings…each unique chapter bound by an identity and architecture that celebrates the uniqueness that is Summit Brewing.
