Brewery branding for Flora Hall Brewing by Ottawa graphic designer idApostle

Flora Hall Brewing: Branding for Ottawa brewery and kitchen

 

Services:

Art direction
Branding
Logo design
Packaging
Web design
Signage
Apparel
Print materials
Advertising

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Building exterior hero image by Byfield-Pitman.

 

Flora Hall Brewing is an Ottawa brewery and kitchen located in a transformed historic building in Ottawa’s Centretown (Canada). Flora Hall produces a variety of beer styles paired with contemporary locally sourced comfort food perfect for sharing. Flora Hall strives to be an authentic neighborhood brewery that delights in bringing people together.

Because the name Flora Hall is so strong, and the building so memorable (most people living in Ottawa know the building), it made sense that the branding would embrace and build upon this authentic provenance and history.

The buildings strong brow and large garage doors (the building was originally used as an automotive garage in 1927) are two of the defining features used to create the Flora Hall symbol. The garage doors are simplified and represented as a ligature using an F and H. The brow also reads as a roof, reflecting the holistic combination of four key elements: unique house-made craft beers; knowledgeable and welcoming service; a beautiful heritage building; and a passion for from-scratch food.

The logo design, beer cans and bottles, signage, menus, website etc. all convey a simple, clean and bold confidence. The design relies on a strong, refined graphical approach with a focus on typography and colour using minimal elements. We wanted to develop a timeless design that took a more mature approach in contrast to the current trends of lighthearted illustrations and cute naming conventions commonly seen for craft breweries.

 

The building image is a modified version of the elevation rendering produced by architectural firm Atelier 292 Architect Inc. for the purpose of the renovations.

 

 

For smaller beer production, a label was designed that would allow for quick design and printing. Bold solid colours, the memorable brow of the building, consistent typography, and a grid of lines informed by the Flora Hall symbol make for a contemporary label that complements the existing beer cans.

The Barrel Aged Collection is a series of specialty beers available in limited quantities throughout the year. These larger 750ml bottles have foil stamped labels with a variation of the iconic building facade graphic used on the standard Flora Hall beer cans.

 

One of several collaboration beers, this Brut IPA was produced in partnership with Brasserie du Bas-Canada, and named after Gerard Comeau who went all the way to the Supreme Court of Canada to challenge provincial liquor sales restrictions. This cross-border collaboration with the Quebec-based brewery also involved design. Alexandre Mercier, the designer behind Brasserie du Bas-Canada’s labels, provided the background image.

Flora Hall Brewing Ottawa Branding Copy idApostle

The vision of Flora Hall as an active neighborhood gathering place sparked the use of the word ‘Gather’ as a keystone to the brands message, and is used throughout the brand experience including promotional posters and postcards, website and menu.

Slider images by Byfield-Pitman.

 

The Flora Hall Brewing website allows staff to quickly edit the availability of beers, update the menu (that changes constantly), as well as add blog posts. The site continues to build on the concept of ‘Gather’ and the brow of the building as key brand elements.  

Flora Fest 1 celebrated the first anniversary of Flora Hall Brewing. Branded glassware, live music, along with great food and beer marked the day.

 

Dave Longbottom, President of Flora Hall Brewing:

 

“I have hired tons of graphic design firms over the years—and when I found Steve at idApostle I knew I was set. He was a careful listener with a superb process for customer engagement—and one of the best creative talents I have encountered. I could not be happier with the Flora Hall Brewing brand and identity, and cannot recommend idApostle strongly enough.”

Beyond the Brew

This video was produced by Carleton University School of Journalism and Communication students Kaitlin Fisher, Naomi Librach, and Noah Richardson.

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