Benchtop was looking to refresh their look, preempting the opening of their second location in Richmond, Virginia. I worked with Josh Newton to help update Benchtop's brand kit, from logo and brand colors to packaging and typography
The rooster and goblet are a carry over from Benchtop's previous logo, we tightened the relationship between the two, using negative space to hold the shape of the glass
Benchtop's logo needed to carry across multiple formats, the simplicity and weight of the shapes and type allows the logo to be distinguishable no matter where it shows up
We used Ruston Block in crafting the logotype, we opted for bold, solid type to carry through the brand's personality and reflect the stability the brand's name evokes
The color palette was expanded beyond the Red and Blue of Benchtop's existing brand, to provide visual mobility and encompass the variety of beer offerings that Benchtop carries
Benchtop uses unique labels on select or limited releases, we designed several labels to accommodate that scope in addition to their default label
