So far, our identity has served to brand the brewery through fundraising effort and their member drive, while they seek out the capital to build the brewery and its accompanying taproom.
It has lived in marketing collateral, event materials and décor, their website and various pieces of merchandise, from pint glasses to t-shirts and hoodies.
When it opens this summer, Fair State Brewing will be Minnesota’s first cooperative brewery. Our goal in their naming and identity was about hitting a tone that speaks to the age-old link between beer and community, where conversation flows along with perfectly crafted ales and lagers.
Fair State is about the relationship of community and its effect on the beer, and vise-versa. The “infinity pint” as we call it, speaks to that back-and-forth relationship. The never-ending infinite community that flows between brewer and patron, or in this case, brewer and owner.
So far, the brewery has been a huge success. Over 250 memberships have been sold at the individual/family level, and the higher-end “patron” memberships have been sold out. Work is currently progressing on the taproom, and the identity will come to life in the environment, along with packaging and merchandise.
