We’ve worked with the folks from Pilot Project for years, so when they had a vision inspired by their new Milwaukee-based production facility, we were thrilled to help them bring it to life.
The Pilot Project team wanted to do something that celebrated this next chapter for them, as well as highlight a beer style that too frequently misses the mark: Premium Lager.
From the very beginning they knew that this would be a high quality product, brewed without sacrifice, and priced accessibly. For too long, “beer that tastes like beer” has either been riddled with unnecessary ingredients like corn syrup or rice, or line-priced with IPA and thus unrealistic as a background beer. This project was about declaring that that shouldn’t be the case; high quality adjunct-free lager should be the standard.
And so, Standard Goods was born.
Brand Strategy
Logo & Identity Design
Packaging Design
Creative Direction
Copywriting
Campaign Design
Merch Design
Content Creation
Website Design
Over the course of a month, we produced and executed multiple shoots, both in Chicago and Milwaukee, to set Standard Goods up with a vast library of content. That content was used to populate the website, online shop, and the initial social media launch.
We took a not-so-standard approach in the branding of Standard Goods. We explored the art of old Americana signage, and pulled inspiration from the made-by-hand feel in the lettering.
This led us to explore a full-blown logo suite from the jump — a bold move, but well worth it in the end. This suite allowed us the flexibility to play with a vast range of brand pieces, from the can art, to merch, to tap handles and more. Not just a focus on Standard Goods “the beer,” but the goods beyond the beer as well.
