Sea of Monsters Brewery Branding
New Craft Brewery Takes a Bold Maiden Voyage
Journeyman Distillery is already known for crafting award-winning whiskey and spirits, and they expanded into craft brewing with Sea of Monsters. This beer brewery and bar launched at the American Factory in Valparaiso, Indiana, including a product line of canned beers offered there and (potentially) beyond.
Inspired by maritime explorers past—bold seamen who set course for uncharted waters braving real and mythic terrors of the deep—Journeyman came to us with a concept already cooked up, and they wanted our help to bring it to life.
Branding Project Scope
Logos
The Sea of Monsters logo is compact and versatile (no need for alternate arrangements), consisting of a unique eye-and-tentacle symbol and arched word mark. Together, they nod to the crude tattoos of old sailors and mythical cartography artwork. The whole vibe is dark, mysterious, and craft beer cool.
Brand Tone + Visual Language
Typography and colors were inspired by maritime ephemera of the late 19th and early 20th centuries. The color palette leans dark, atmospheric, and high-contrast. Expressive accent typography and crude, hand-rendered illustration work together to add a sense of grit and adventure to connect to the Journeyman master brand.
Colors
Typography + Copywriting
Custom Illustration + Artwork
With the logo finalized, ideas with the Journeyman team started flowing, and everyone wanted to see their new creature come to life in the new brewery space. We got out our sketchbooks and came up with a monstrous and stormy scene.
Then, we worked with a metal fabricator who turned our artwork into an oversized wall sculpture that is a focal point and an eye-catching photo op in the the Sea of Monsters entryway. The large-scale installation is made from thousands of colored metal links suspended like strips of chainmail.
Additional Brand Applications
Using the visual system and assets we built, Journeyman has been able to apply the brand to key materials, including coasters, beer packaging, and retail merch, a process that continues to evolve and expand with the brewery.
