WorkGraphic Design

Brewery branding by Studio MPLS subtly evokes farm life

You've heard of farm-to-table, but how about grain-to-glass? River St. Joe is a Michigan-based farmstead brewery that's doing it all, and needed branding that was similarly multifunctional.

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River St. Joe Brewing Co circular logo in terracotta with illustrated grain and plant motif at its centre

Ian Gerstl of Minneapolis design agency Studio MPLS was tasked with unifying the look and feel of River St. Joe's many endeavours. He responded to the brief by creating a kit-of-parts that could be used seamlessly across a wide range of applications.

We love the central illustrated emblem and original use of earthy colours, which work together to convey a farmstead feel while remaining several miles away from cliche or over-sentimentality.

For a little more background on Studio MPLS, it was founded Dan Olson who's created award-winning work for the likes of Coca-Cola, BMW, and Sony. Today, the company focuses on brand identity, packaging design and illustration with what it calls an "artful, elevated approach". Discover more at studiompls.com.

River St. Joe brewery logo featuring an olive-green stylised monogram on a terracotta background
River St. Joe brewery emblem featuring a stylised bird in flight with wheat and florals, framed by text on an olive background
Dark brown growler bottle with white and tan lettering for River St. Joe Brewing Co., Flatwater Farms LLC and Chanaminga, featuring illustrated farm-themed badges and a handle
River St. Joe beer cans in cream and dark brown with gold lettering arranged on a neutral background
Repeating pattern of circular River St. Joe Farmstead brewery logos in various colours including black, cream, sage green, rust and dusty pink on a light background
Five brown glass growler bottles with etched logos for River St. Joe farmstead brewery, displaying the unified branding design by Studio MPLS
River St. Joe brewery logo by Studio MPLS featuring an illustrated hand holding grain and foliage in earthy brown tones on sage green background
River St. Joe Brewing Co. neon sign glowing against weathered brick wall and wooden beams in warm light
Interlocking badge shapes in muted earth tones displaying River St. Joe brewery messaging including "Midwest is Best", "Plant to Pint" and "Farm to Table
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