METALHEAD is a small independent craft beer brewery in need of a fresh rebrand to ensure consistency and enhance recognition. The rebrand aimed to convey that MH is no longer a hobbyist, garage-brewed operation but a professionally run brewery with deep roots in the local culture.

When developing the creative direction, we emphasized the two main brand pillars: Artisanal Craftsmanship and the brewery's affection for Metal music.

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We looked for inspiration in vintage horror and grindhouse movie posters. The overall creative direction is characterized by the usage of bold and expressive hand-crafted lettering, centric composition around a main character, and a limited palette of bold colors. 
 

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Our approach was to use ironic and over-the-top takes on traditional metal and horror imagery to broaden their consumer base and increase brand relevance among younger demographics.

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We created custom iconography and various typography treatments, as they were vital to the new brand system.

We created custom iconography and various typography treatments, as they were vital to the new brand system.

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