Brand Strategy, Naming, Visual Identity, Interior Design, Styling, Collateral, Culinary Direction
A little brewery with a big heart.
Three childhood friends had one grand vision – to unite their passion for craft beer to create a new kind of brewery, one that was a true anchor of the community and a catalyst for progress. Despite the space’s small footprint, they had big ambitions for their first location: a taproom and nano-brewery to serve their own brews alongside 20+ guest beers on tap, beer cocktails, wine, and snacks.
Armed with our clients’ vision, we had the challenge and freedom to create this brand and its first physical experience entirely from the ground up. Building from the brand’s mission to foster better communities inspired and empowered by the brewing, consuming, and culture of beer, we established the name “Protagonist” to convey the brand’s aspirations to enact change. From there, we developed a creative concept rooted in the idea of curiosity, experimentation, and inclusion, yielding a visual identity featuring a secret code language and an interior design that married the warmth of Southern hospitality with the sleek spirit of innovation and discovery.