Loveland Aleworks is an independent microbrewery and tasting room based in Loveland, Colorado. Loveland asked us to create a visual and verbal personality to reflect the owners’ passion for craft beer, as well as the unique local history.
The identity takes cues from Loveland’s past as a railroad town, from the logo badge itself, to the custom-designed tap handles based on 19th century railway signal levers. A central part of the identity is a custom-designed display typeface we created in two styles.
A key focus of our design strategy was to marry the old with new, and bring style into the brewery tasting room experience. We designed the interior to retain existing elements of the building, but offset it with a clean, contemporary feel. Honest materials including raw plywood posters, letterpress coasters, local reclaimed wood furniture, and heavyweight iron-forged signage give visitors an immediate impression of Loveland Aleworks’ passion for handmade craft.