Background

‍

The Brutalist is a brewing facility in St. Petersburg, Florida focused on simple beer with a collaborative bend. Strange Practice worked with the owners and brewers to create a simple and bold brand that leaves room for interpretation.

‍

‍

Inspiration & Naming

‍

Good beer conceals high art and complex science within simple forms, just like Brutalist architecture. The nod to the movement, aside from sounding ominous and dark — a common trope in craft brewing — is a perfect representation. The purpose of the brewery, as the name suggests, is to strip away all unnecessary decoration and focus solely on the basic materials — in this case, single hop varietals.

Identity

‍

The brand identity for The Brutalist is simple — a set of internally stacking squares, one side for each of the fundamental ingredients of beer. The wordmark is a system of mono-sized geometric letters that can be stacked or aligned in any way.

Labeling

‍

For canning, the labels are a standardized system. Each beer has a pattern of black on a solid, with a small strip for release information. The visual language of The Brutalist is mysterious and simple, in many ways an anti-brand. It serves the beer and the people who make it, not the brand itself.