Branding
About Industry Ale
Industry Ale Brewing Company is a fictitious brewing company based out of Chicago, Illinois. Industry Ale specializes in a craft style brewing method and a wide variety of ales.
Industry Ale is a modern brewery, but is themed after the Industrial Revolution. If you pronounce Industry Ale just a certain way, you’ll find that it is a play on words. Industry Ale sounds very much like industrial.
Not only is Industry Ale a brewery, but a tourist attraction, as well. When guests arrive, they have the option to take a tour of the brewery or just relax in the bar sipping on a variety of delicious beers. The two hour brewery tour empties out into the gift shop where guests can purchase Industry Ale merchandise and continue sampling the various brews.
The brewery display shown in the accompanying photos on the left, focus on the brewery’s merchandise and three flavors of Industry Ale's famous beers. Each beer is named after a significant invention and/or person from the Industrial Revolution. The three beers displayed here are titled, The Cornishman's Puffer, The Spinning Jenny, and The Steel Driver.
The Cornishman's Puffer
The Cornishman’s Puffer, is a nickname for the original steam engine. The man displayed in the poster is the Cornishman himself, Richard Trevithick, who invented the original railway steam locomotive. Trevithick was a mining engineer from Cornwall, England. On February 21, 1804 the Cornish inventor with the puffing maching launched the world's first locomotive-hauled railway journey in Merthyr Tydfil, Wales.
The Spinning Jenny
The Spinning Jenny is named after the invention of the same name. The Spinning Jenny was a wooden wheel device created to spin yarn and thread more efficiently so that fabric and textiles could be manufactured at a quicker rate. The beautiful woman in the poster is Jenny, daughter of the Spinning Jenny inventor, James Hargreaves. Hargreaves developed the idea for the Spinning Jenny when his daughter knocked over a spool of thread and watched it unroll across the floor. The textile industry was never the same after the development of this ingenious invention.
The Steel Driver
The Steel Driver is named after the legendary, John Henry. Legend has it that Henry could dig out any tunnel with nothing but his trusty sledgehammer and accomplish this feat faster than any machine of his time. Henry single-handedly dug out the Big Bend Tunnel that runs through West Virginia with nothing but his strong body and his beloved sledgehammer. If you ever find yourself passing through that very tunnel, you'll discover a monument standing there in Henry's honor.
Designer's Take
I believe the most effective design elements in this project are the promotional posters. I created the posters, not with the intent for them to be advertisements, but rather as collectables for Industry Ale enthusiasts. Each poster gives a personality to its beer. There is a direct correlation between the type of beer, it’s character, and the hairstyle each character is sporting. For instance, The Spinning Jenny is a pale ale that displays a delicate, but powerful woman who is wearing a headdress made of thread, spools and wooden spinning wheels. As you investigate the rest of my display you will discover that there are many subtleties hidden in my design.