Going into the Wilderness with Meier’s Creek
LocationCazenovia, New York
DeliverablesBrand Identity, Packaging, Brand World, Brand Experience, Brand Guidelines
Cazenovia in upstate New York is the gateway to the great outdoors, and now the idyllic home to Meier’s Creek Brewing Company. Founded on a spirit of innovation and passion for adventure, Meier’s Creek came to Thirst to marry their relentless passion to pursue ‘what’s next’ in craft beer with their stunning natural habitat.
With their breathtaking surroundings, we didn’t just want to create a brand that celebrated the great outdoors, we wanted to brand Meier’s Creek as a must-go destination. Whether it was a local gem for the Cazenovia community to discover, or a day trip for city-tired New Yorkers, Meier’s Creek’s doors were open to part time adventurers everywhere.
Taking inspiration from US National Parks a patch-inspired logo sits at the heart of the brand, capturing a feeling of outdoor adventure. Expanding this patch idea across our core beer range, each having their own stand-alone identity which allows for brand-specific merch, messaging and advertising.
Alongside our core identity and core range patches, we created a complementary suite of secondary brand patches to bring to life Meier’s Creek’s values in a fun and creative way. Incorporating paddles, pennants and pint glasses into the story and extending the brands visual language, this is a brand which feels like it belongs in the wild.
Inspired by the small creek that runs through Meier’s Creek’s working farm, we referenced the language of camping and outdoor activities to create a rich brand experience. With a large bar and restaurant on-site, we advised on ways of connecting the spaces within the brewery to the brand.
Canoeing equipment was a central element in bringing the brand to life in spatial design. Every detail of the drinking experience was considered, from paddle tap handles to themed cabin booths. The strategic brand application was achieved through a focus on customer experience, making each area of the interior a considered execution. Materials were key to successful execution, our approach was to use textures that were sympathetic to the brewery and reflected the surrounding landscape.