Rockwell Beer Co. is ready to make a splash in the beer industry. With a St. Louis tasting room, brewhouse, and retail space, the RBC team is shaking things up in a town that boasts serious beer history.

Untethered to a flagship beer, RBC’s foundation is in fluidity. As seasons change, beers change. And so does RBC. A kit of parts united by a strong, flexible logo system, the visuals are built to adapt with an ever-evolving brewery.  

From Byrd Up (a dry-hopped rye pale ale) to Big, If True (a double IPA), RBC’s beer list came with witty names, short descriptions, and complementary playlists at the ready. TOKY’s challenge: to design a set of labels with mass appeal and a subtle nod to the creators.

GRAB A BEER, STAY AWHILE

RBC is more than a brewery. It’s a gathering place for beer enthusiasts and casual drinkers alike; a spot for locals to try a new beer, catch up with friends, and grab a bite from world-renowned chef Gerard Craft. Tasting room visitors will spot branded swag and surfaces as far as the eye can see — a very intentional strategy for a brewery with big ambitions.

Meet Fabricius, a fictitious pet llama who dates back to the team’s high school days. Like many of the beer names, Fabricius brings personal meaning and mass appeal — and you’ll spot him hiding out in unexpected nooks throughout the brand.

“The number one goal is to keep people visiting the brewery,” Hille says of RBC’s website and social channels. Bright colors, movement, and short, punchy copy make for a high-energy introduction to the brand.