In 2013, we worked with an entrepreneur who had a vision of a creating a New York craft beer called "212". The name (which is the original telephone area code for Manhattan), inspired the brand to be all about New York—it's history, architecture and community. The visual brand identity is a simple, contemporary, bold design to stand out among many. The typeface, Rockwell, is an American slab serif developed in the 1930s has a nostalgic feel and resembles the typeface used by The New York Times.
Bottle labels use duotone images of famous architecture in New York to tell the story of each beer — i.e. "Flat Iron Ale". The designs stand out individually and work together as a family of beers under the 212 name.
To follow were designs for a website, glassware, tap handle, |t-shirts and business cards.
212 Flat Iron Ale is available on tap across various hotels and pubs in New York City.
