The 2016 Dieline Awards, an international design competition, awarded Eastlake Craft Brewery a silver medal in the beer and cider category for the brewery’s packaging.
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Eastlake bottle designs // Photos via Rice Creative website
While the award was specific to the bottle designs, the broader story of Eastlake’s branding, which was developed by Rice Creative in Ho Chi Minh City, Vietnam, is a interesting one. The company took inspiration from the history of the Midtown neighborhood where Eastlake is located, which was once more industrial-focused. As a result, Rice Creative began researching the brand identities of Industrial Revolution-era companies.
“Researching brands from this era, we realized that many of them had more than one functioning logo which they used interchangeably,” Rice’s website states. “This pre-modernist sensibility became a key factor in the Eastlake identity as it touched on another of the brands core values, diversity.”
Rice’s research resulted in the six logos shown above that Eastlake uses interchangeably on everything from their pint glasses to t-shirts, hats, and taproom signage.
“As a way of unifying the diversity of components that make up the Eastlake brand, we created stamps. The stamp acts as a textural filter, adding imperfections and distressing the line,” Rice Creative says on its website.
Eastlake’s bottles feature eight unique characters also designed by Rice Creative. “We created a set of anthropomorphic, working-class characters who represent the local community as well as the patrons of the bar. A set of eight distinctive characters were created, each with its own persona and attitude.”