A table of people at a brewery drinking beer for a brewery's photography style and branding.

Take16 Brewery

the challenge

Take16 Brewery is a hometown, homegrown brewery proudly founded and established by the community of Luverne, MN. As the foundation of the brewery was laid, the foundation of the brand was also established. And as the brewery was constructed, so was the brand’s identity. Capsule moved through the entire brand development process with Take16 to establish a visual identity that didn’t stray far from Luverne’s main street.

The Take16 Brewery Co.'s company name and logo design in orange on a white background.
the name and logo

Take16 Brewing Company is where small town memories are made and a small town heritage is shared. The name honors the heritage and old town feel that is essential to the brand. Certain elements in the identity were designed to specifically reflect this legacy; the tire tracks represent the journey taken and the shield shape resembles old highway signage.

The Take16 Brewery Co.'s name and logo design on an orange background in white.
Branded messaging for Take16 Brewery reading where the cliffs rise above the prairie and a Minnesota state icon.

the solution

It all starts with a name. Take16 Brewing Company is where small-town memories are made and small-town heritage is shared. The name pays homage to US Highway 16, a 1,600-mile thoroughfare that fostered many new towns along its borders, including Luverne. Certain elements in the identity were designed to specifically reflect this legacy; the tire tracks represent the journey taken and the shield shape resembles old highway signage.

Take16 Brewery beer bottle design in four different flavors.
Take16 Case three A

packaging system

This humble, authentic design look is carried across the entire packaging system – from bottles to boxes, any container in which the beer is housed maintains a unique and consistent look. Together, the pieces create a system that is rustic, recognizable and reminiscent of the humble and honest folk they were designed for.

The Take16 Brewery beer can label and packaging system design, shown in four different flavors.
A Take16 Brewery beer jug package design shown on front and back.
A tablet showcasing a Take16 Brewery's branding and beer flavor.
A Take16 Brewery beer bottle and six-pack bottle package label and branding design for Stormy Jack Irish Style Stout flavor.
A Take16 Brewery beer bottle and six-pack bottle package label and branding design for Kick the Can India Pale Ale flavor.
A Take16 Brewery beer bottle and six-pack bottle package label and branding design for Hay Loft Hefeweizen Ale flavor.
A Take16 Brewery beer bottle and six-pack bottle package label and branding design for Country Mile Kolsch Style Ale flavor.

the impact

Just as a beer requires patience and careful attention to the ingredients used, a brand strategy requires thoughtful attention to brand personality, vision and values. Incorporating a mark and identity system that combines elements of a storied local history with the feelings of a bygone era, Take16 Brewing has firmly established itself as a fixture of its community.

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