Ozark Beer Company, though they currently reside in the Ozarks, began their journey in Colorado. Lacie Bray, the business manager, and Andy Coates, the brewer, met along the Arkansas River in Colorado while they were white water rafting instructors. They describe it as an “idyllic summer.” I wanted to draw everything back to those moments in the beginning of their story (which you can read more about here!)
A tart cherry and peach cider is the canvas for this branding, as both fruits are seasonal in the summer in Colorado. Speaking back to where they met on the river, the cider is appropriately called “White Water” and the handwritten logotype that accompanies it highlights the rough currents you can encounter on the river. The logotype and all accompanying text is white on a clear label, making the text appear more crisp against the glass. The only use of color is in the descriptor of the type of cider, using a peach and a pink to signal to the flavor profile. The text below the logotype reads, “Easy rapids with smaller waves. Maneuvering might be required.” This acts as a way to ground the visual language in the concept of being on the water, as it is copy grabbed directly from white water rapid classifications.
On the back of the bottle, the OBC mark and a paragraph of copy better frames the narrative for the cider and reads:
“Lacie Bray, our business manager, and Andy Coates, our brewer, first met in Colorado as raft guides for the summer. In tents along the Arkansas River, they spent four years roughin’ it and building that hard-work-can-do attitude that Ozark Beer Company was born upon. This is a tribute to those long, idyllic summer days on the white water and the celebration of where it all began.”
The limited color palette appears again in a promotional artifact, which is a collapsable, reusable water pouch, which is perfect for taking with you on the river as its light and packable. “Stay hydrated” is repeated all over in the handwritten type and alternates in color on a black background. The classification copy lives at the bottom of the pouch, surrounding the OBC mark.
Since glass is not permitted on the river, another promotional item is a black insulated growler, with the words “cold beer” repeatedly scrawled across in the white handwritten type. The OBC mark resides on the neck of the growler and, “easy rapids with smaller waves” is engraved in the metal above it.
Lastly, a carabiner, for all your adventuring needs, features the phrase “maneuvering might be required” and the three stars from the OBC mark.