Beer & Branding: Original Pattern Brewing Co.

OAKLAND, CA

Beer & Branding: Original Pattern Brewing Company

With simple typography at its core, Oakland, California’s Original Pattern Brewing Company has managed to create a series of uniquely striking cans, to pair with its minimalistic and intriguing brand. Founded in 2018, the employee-owned brewery partnered with San Francisco-based design firm Play to create a flexible and kinetic visual identity system.

From the design team:

Play partnered with Original Pattern Brewing Company to create something that could grow, evolve, and reflect the spirit of a company committed to constant flavor experimentation. The Original Pattern name was the genesis of the system, made of consistent elements that rearrange, rotate, expand and contract. Every new brew has a different typeface, color, and pattern based on its taste, the hops it uses, and, of course, its name.

It’s refreshing to see such a unique departure from the world of craft beer branding and packaging. What some might consider a very design-nerd-designed label system is actually a fresh take on a brewery’s packaging ‘template.’ The consistency lies in the utilization of scaled down letterforms to create larger visuals, and do so in a unified color palette. This is a great way to build intrigue and excitement for each subsequent can release.

We find the typography patterns to be, well…original. And we dig that.


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Every new brew has a different typeface, color, and pattern based on its taste, the hops it uses, and, of course, its name.
— Play
Crowler designs

Crowler designs


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Photos & graphics via Play Studio.
Project photography by Eric Louis Haines. Can Renders by Giant Void.