Casa Brewing
Role: Graphic Designer
Scope: Brand Design, Label Design
Casa Vieja is a one of a kind destination, featuring all things News Mexico and owned by native New Mexicans. They hand craft there own beers and wines, not for the masses, but for the loyal locals and visitors from near and afar. Serving them up in our historic adobe house built in 1770.
For Casa Brewing, I designed a beer label that led to the development of a rebrand to create a brand identity. This involved designing beer labels, employee merchandise, and remaking the logo artwork.
Initial InspirationCasa draws its name and spirit from Casa Vieja, a landmark adobe structure on the New Mexico State Register of Cultural Properties. With roots reaching back to the 1700s, the building has served as a family home, hospital, restaurant, and now — a brewery.
To honor its legacy while refining for modern applications, the identity centers around the word "Casa" — short, bold, and full of meaning. The historic facade becomes the focal point of the visual system: a symbol of permanence, soul, and New Mexican heritage.
LabelsDeveloping an identity centered around its top-selling beers, I created a vibrant yet simple design. The concept originated from initial testing where sample cans were adorned with blue masking tape featuring the flavor names. This led to a beer can with a minimalist appearance and captivating typography.
The brewery has been a gathering place for the community since the early 1950s, where people come to share stories and connect. I wanted to express New Mexico through color, capturing the essence of the place from those who come to watch the games to those seeking respite from the daily grind.
The design features blue to represent the breathtaking New Mexico sky, turquoise for iconic jewelry, red for the University of New Mexico, and a light brown to symbolize the vast land of New Mexico.
Logomark DesignThe logotype maintains a simple and clean appearance, conveying an approachable tone. It’s based on an older cursive Casa Vieja logo. However, though some obeservations noticed that the older logo was quite long and lost its impact when viewed from a distance, such as on a can. It was either too difficult to read if it was small or too long to discern what was being shown in a quick glance.
By removing Vieja and retaining Casa, we created a quick and impactful read. Adding the historical Adobe Taproom at the end of the word enhances this timeless look that aligns with the brand’s identity and history.
LogomarksThe logomark has become versatile and can be used in various touchpoints. Even when partially displayed, it retains its class and can still showcase the brand in a similar manner. Classy and Made for New Mexico.
STK Bureau is a versatile typeface that effortlessly combines sans-serif and serif styles. Inspired by contemporary typographic icons, it establishes a unique identity within its design parameters. Both styles harmonize seamlessly across various applications. Bureau, a true workhorse with a bold personality, allowed Casa Brewing to showcase its elegance and wide range of applications.
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