Schell’s is the oldest craft brewery in Minnesota, and the second oldest in the country, established in 1860. If there’s one thing craft beer drinkers love as much (okay, maybe not as much) as craft beer, it’s a good story. And Schell’s has a great story but nobody knew it. We decided it was time for Schell’s story to be told. We started with the tag “We are German Craft Beer.” In order to differentiate German Craft Beer from other craft brews, we needed to highlight the qualities of Schell’s roots—a faithfulness to tradition, dedication to innovation, commitment to hard work and insistence on perfection. We wanted to distinguish Schell’s by embracing this German heritage and history. We developed a look and feel to combine all that Schell’s represents. Our design is inspired by German Craft Beer itself, bringing in a combination of elements that balance vintage with contemporary. We handmade fonts, including one custom font created based on an early can of Schell’s. The corner ornaments use imagery from Schell’s history. Photography feels vintage but fresh. The blue color brings in the Schell’s brand and sets the type for easy reading. The logo is enclosed by ornaments similar to the corners. All of this combines to make each piece feel unique—as though it is handcrafted. We continued with website design, pulling in the custom font. We used hand drawn illustrations and flourishes to create a unique and crafted experience online. Using different scrolling and static elements, we gave life and motion to create an engaging and thoughtful experience.