The Brutalist
The Brutalist is a brewery 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
The purpose of the brewery is just as the final name suggests — to strip away all unnecessary decoration and leave only the basic materials. In this case, single hop varietals. No additives and no artificial flavors. Good beer, like Brutalist architecture, hides high art and complicated science in simple forms.
Robin Hood Gardens, 1972
London, England
Orlando Public Library, 1966
Orlando, FL USA
Orlando Public Library, 1966
Orlando, FL USA
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 lettering that can be remixed, stacked or aligned in any way.
Packaged Beer
For canning, the labels are a standardized system. Each beer has a pattern of black on a solid color, with a small strip for release information. The visual language of The Brutalist is an anti-brand. It’s about the beer and the people who make it, not a “capital b” brand.
Photography by Parker Young