From home brewing to international recognition, the owners of Hutton & Smith sat in our office with a growler of their home-brewed beer, and the rest is history. Designing the brand identity for Hutton & Smith Brewing Co. remains one of my most recognizable projects. Working on the account during the craft beer boom of the mid-2010s was an exciting endeavor in a rapidly crowding market.
The brand derived from the owners’ geology background and love for rock climbing. They saw an opportunity to launch their business in Chattanooga, where the city's natural features and vast outdoor community provided the perfect backdrop for their brand story.
While the owners initially brought a wide mix of ideas, I saw an opportunity to steer away from the hyper-detailed visual noise that dominated the industry at the time. My strategy centered on a clean, classic linear logotype paired with bold, solid color blocking. By assigning a distinct color identity to each brew, the packaging became both functional and distinctive. The result was a dramatic presence on retail shelves, where the vibrant, minimalist cans instantly cut through a sea of busy graphics.
Beyond the logo, the full branding package included a website, promotional materials, merchandise, tap handles, and the now iconic Hutton & Smith beer cans.
