The Brewers Association reports that on average, two craft breweries opened every day in 2016. With over 5,300 breweries vying for attention, those authentic artisan and inventive labels, while beautifully designed, can only do so much. Enter Indeed Brewery. Celebrating the individual brews with the incredible illustrations of local artist, Chuck U, a following was created, albeit around the brew and not so much around the brewery. By refreshing Indeed's masterbrand identity, Duffy created a solution that ensured Indeed was seated at the top of the brand chain while still cheering on the individuality of each beloved beer.

Create a hierarchy and deliver clarity. We started with the existing Indeed logo, a beautiful piece of artistry that needed just a bit of simplification to enable better reproduction and easier legibility. Next, we created a masterbrand framework for packaging that connected Indeed to the offering. Additionally iconography, patterns and an extended color palette were created to give Indeed's voice a visual language all its own.

With the masterbrand framework in place, we created a system of badging to communicate the uniqueness of each beer. Together, the masterbrand framework and the product badging system were a true reflection of the craft of innovation occurring at the brewery.

"We are Thirsty Creatures Indeed" became a brand mantra. It celebrates the "cast of creatures" featured in Chuck U's illustrations and solidifies Indeed's simple desire to craft experiences that quench a thirsty soul.