MONTEREY BIG ROCK BREWERY - Concept

Challenge

Monterey Big Rock Brewery was developed as a startup concept inspired by Janesville’s historic Big Rock landmark. The challenge was to create a brand that felt authentic to the area while giving the brewery a distinct identity that could stand out in a crowded craft beer market.

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Process

The work began with exploring the history and character of the Big Rock site and how it connects to the local community. From there, the concept took shape through a mix of regional storytelling, naming, and visual exploration. The identity system was designed to reflect a sense of place, using typography, imagery, and tone to create something that felt both rooted in history and relevant to a modern craft audience.

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Solution

The result is a brand concept that tied together location, story, and product into a clear and memorable identity. The visual direction created a strong foundation for a hometown brewery, giving it a recognizable presence and a story that customers could easily connect with.

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