ABC Beer Company — Logo Kit
Alphabet City Beer Company is a hybrid beer bar and beer store in Manhattan with a particular focus on NYC breweries. The business was turning 10 years old and founder/owner Zach Mack felt it was time to update the brand's logo with a responsive kit that he could use across new packaging and a growing swag store, while also elevating the brand's perception as an established New York staple.

"Classic, mature, reliable." Those were the words Zach used to describe his business. Together, we drew inspiration from vintage 1920/1930s New York signage. 
After several rounds of exploration, and discussions surrounding dozens of different use cases and possible logistical printing issues, we narrowed in on a scalable typeface and set parameters for where and when logotypes of different shapes and sizes should be used.