Conrad Seipp was one of Chicago’s original beer barons, founding Conrad Seipp Brewing Company as a German immigrant in 1854. By the early 1900’s, Seipp was brewing over 250,000 barrels of beer per year—anchoring them as one of the largest breweries in the country. At the onset of Prohibition, however, alcohol producers like Seipp began a slow decline until they eventually ceased operations in 1933.
Pride in Seipp’s beer has remained strong in his family line and through the help of Metropolitan Brewing, his decedents decided to resurrect the brand and bring it back to the city he loved so dearly.
Logo & Identity Design
Sales & Marketing Design
Seipp’s had an existing logo badge when we began the project, but it lacked legibility and recognition. We executed typography and color explorations to recreate something that had a splash of modernity and strength.
We approached Seipp’s labels in a way that pays tribute to their historic packaging while adding a fresh take on color, typography, and illustration.
Extra Pale was Seipp’s Pre-Prohibition Pilsner, an incredibly popular beer in the early 1900’s. This beer served as the basis for the refreshed look with each ensuing beer label staying within the same format for consistency and scalability.