Hammer & Ale is dedicated to craft beer, craft food & craft customer service. They rotate their 24 taps on a weekly basis. When the establishment was going through an ownership restructuring, adjusting their business model to expand from a growler-only establishment and looking to rebrand, they turned to Harvest.

The Challenge

The Work

Reposition the brand with a communication strategy that defines a unique position and provides potential to scale should the brand spread to future locations. Find a new name that captures the craft feel of everything, from the environment to the beer and food. Develop a unique logo that translates to growlers, pint glasses, apparel and signage and will translate to multiple locations in the event the company expands.

The Result

A new communication strategy was drafted to serve as the foundation for everyone interacting with the brand. The name Hammer & Ale was chosen from several strong candidates to convey the craftsmanship shown throughout all aspects of the business, from the environment to the beer and food. The graphic execution plays well on everything and provides a distinct and recognizable brand for growth.