Founded in 1997, SweetWater has taken pride in being Atlanta’s first microbrewery. Since then, the brand has grown beyond the perimeter into a Southern Staple for the beer industry. But with rising popularity in micro-brewed beer, the historic brand sought to innovate and pave way for a hazy new product.
As one of the first cannabis-inspired beers to be released to the consumer market, this was a huge stepping stone in the brewery’s product history. The design needed to stand out as its own, while also giving a hint-and-nod to it’s brand’s origin and identity. Thus, the ‘smoked-out’ fish came to fruition.
The identity took form into many shapes and sizes, all ensured to feel cohesive.
Take two and pass.