The Destination Beer Logo is Ready for Prime Time

Andrews Distributing turns to Marblehead for help retooling their classic Steven Noble illustration into a complete identity system for print, advertising, and online display. The result is a fully developed brand ready for its public debut.

Two years ago, Andrews Dis­trib­ut­ing launched an edu­ca­tional cam­paign called Des­ti­na­tion Beer aimed at busi­nesses that serve and sell beer. The pro­gram showed busi­ness owners the wide vari­ety of pre­mium beer options avail­able and how offer­ing wider vari­ety made them pre­ferred loca­tions for their cus­tomers. Since it launched, the cam­paign has grown into sev­eral printed col­lat­eral pieces, a leather bound sales cat­a­log, and an online appli­ca­tion. Andrews suc­cess­fully raised aware­ness and sales of their pre­mium beers and gave restau­rants and retail­ers a new com­pet­i­tive advan­tage. This year, Andrews plans to aim the Des­ti­na­tion Beer pro­gram at the public with truck adver­tis­ing, store pro­mo­tions, and enhanced online features.

In the Beginning

The orig­i­nal Des­ti­na­tion Beer logo was a com­mis­sioned illus­tra­tion by world famous crafts­man Steven Noble. Noble’s enor­mous port­fo­lio of work is par­tic­u­larly well known in the beer world. He is respon­si­ble for the Sam Adams por­trait, the Orig­i­nal Coors water­fall, the Shiner Bock Ram, and sev­eral other beer icons. Noble gave Des­ti­na­tion Beer a clas­sic look with tra­di­tional, one-​color scratch board shad­ing over water­color. The final illus­tra­tion proof is pic­tured to the right.

Ready for Prime Time

With Des­ti­na­tion Beer set to grow into a full cam­paign across all media, Andrews asked Mar­ble­head to take Noble’s illus­tra­tion and turn it into a fully func­tion­ing brand. The cen­ter­piece on the new brand is an updated Des­ti­na­tion Beer logo. The new logo can be printed at tiny sizes, dis­played online, even embroi­dered, while retain­ing the beau­ti­ful detail and craft of the orig­i­nal Noble illus­tra­tion. We also devel­oped a brand stan­dards manual detail­ing color, type, logos, and pho­tog­ra­phy for Des­ti­na­tion Beer’s public image. We look for­ward to seeing the new logo in action as the cam­paign rolls out this year. The new logo and sam­ples from the stan­dards manual are pic­tured below.

Thanks again Andrews!

It’s always a plea­sure work­ing with the Andrews team. We’d like to thank them once again for their vision and sup­port through the project. I can’t say enough how impor­tant good clients are in prod­cuc­ing good work.