Seldom do we have the opportunity to create a brand from scratch.
for me, the opportunity came in the shape of a
startup brewery looking for a name, an identity and a story to tell.
AND I’m proud to present you with my work.
SouthNorte Beer Co.
A new Mexican-inspired beer company based in San Diego
This is a project I undertook as a Creative Director in 2016 for a startup brewery. It required creating a brand from scratch. This included creating the brand’s name, brand story, mission statement, brand manifesto, and launch campaign.
I also created the names and stories for each of their beers, participated in the creation of the logo, and oversaw a group of art directors in the creation of the design system, website, and social media efforts.
The Name
The name SouthNorte evokes a trip to the California-Mexico border, where you find life’s true richness littered with possibility. In these lands exist infinite combinations of counterparts that collide in eclectic blends to create the original and authentic.
SouthNorte represents the blend of the free-spirited approach of Tijuana beers with the sophistication of San Diego craft brewing.
The Logo
The logo represents the idea of the Crossroads of Cultures and Bordering Worlds perpetually influencing and complementing each other.
Its street-corner shape is also a reference to the geographical area locally known as Esquina Norte (North Corner), aka Tijuana.
The arrows are a reference to crossroads and road signage that speak to the flow of influences between cultures.
Art Direction & Design: Eric Morales / Design Replace / Andy Lund
The Story
