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Fort Point Beer Co. by Manual, United States

Opinion by Richard Baird.

Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

Fort Point is a San Francisco based small batch craft beer company that references traditional styles, yet is firmly rooted in the present, and has a philosophy that values craftsmanship and innovation, creativity and technique. Last year, working with local graphic design studio Manual, Fort Point launched a new brand identity and packaging system.

Fort Point’s forward-thinking, fast-growing and innovative nature, but also its acknowledgement of traditional processes, recipes and craft, as well as its location—not far from Fort Point National Historic Site and overlooked by the Golden Gate bridge—plays out across its packaging. This is characterised by the current favour for monolinear and geometric illustration, a flexible and expanding modular structure, engraved type and an unusual mix of girders and landscapes.

Brand identity for Fort Point Beer Co. by San Francisco based graphic design studio Manual

Manual continue to work with Fort Point, and this year, have published images of the brewery’s six pack boxes and cans. These make great use of the modular illustrative panels of the identity and, alongside a distinctive colour palette of metallic gold, black and pastel spot colours, mononlinear sans-serif and engraved serif, continues to play with past and present in an interesting and compelling way.

Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

The illustrative detail does a good job of referencing the natural and industrial qualities of the brewery’s locality, which draws distinction from an increasingly popular illustrative style, and its modularity neatly touches upon growth. The addition of uncoated unbleached boards, alongside pastels, successfully leverages materials and colours associated with craft. Together these secure a visually distinctive but also communicative brand identity and package design that has its origins in the location, practices and philosophies of the brewery. More from Manual on BP&O.

Design: Manual. Opinion: Richard Baird. Fonts Used: GT Walsheim.

Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

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Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

What do you think of Manual’s latest work for Fort Point? Share your thoughts in the comment section below or get the conversation started on Twitter.

Package design for Fort Point Beer Company by San Francisco based graphic design studio Manual

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  • Lili Köves

    Absolutely love how the logo becomes part of the illustration on the cans and boxes. Great idea!

  • Brian White

    Wonderful and well integrated.

  • http://atomicvibe.com/ atomicvibe

    I love everything about this system — especially the way the logo integrates into the illustrations. It’s extremely flexible, and encourages expansion as new brews are added to the lineup.

    This branding has received much negative feedback from the Peanut Gallery over at Under Consideration: Brand New for hopping on an overused design trend (the mono weight stroke style), and while that trend *is* very popular, I feel it’s completely relevant with this hipster, craft beer demographic. I’m not a hipster — far from it, actually — but I love craft beer, and as a designer, this branding really speaks to me. I would buy this beer based solely on the packaging.

    • http://wwww.bpando.org/ Richard Baird

      Well-written, obviously the keyword, and the one you picked up on, is relevance, alongside distinction, communicative intention and an aesthetic quality. This work, in my opinion, satisfies each of these.

      Thanks for getting involved Jon, now I’m off to Brand New!