Ready. Set. Grow.
Raising the Cream of the Crop
Where Beauty Finds Beets
Premium Sushi for All.
Our client entrusted Aid&Abet to launch this new beverage brand inspired by twin passions of craft brewing and music. The result? A new brand, a new web design, and an amazing craft beer to satiate thirsty beer drinkers.
A new brand identity and packaging to satisfy beer and music heads alike. We let a craft brewer’s story and rock and roll background play a prominent role in the brand strategy, informing the name, the label design, and the overall brand essence. Bottoms up!
We held digital strategy workshops, read up on the brewer’s history, and listened to sweet, sweet music to inspire us. The final name, Middle 8, refers to the musical 8-bar break that occurs in the middle of most popular song styles. It can be unexpected and refreshing at the same time – all while keeping that sweet groove thumping.
To reflect the detail and passion behind each brew, we hand-lettered the label design. While the color palette and general layout remain consistent, each beer has its own symbolic instrument and custom iconography to represent its unique flavor profile.