Odd Muse Brewing Co Rebrand

Locals who drink at Odd Muse Brewing Company know its creative and eccentric beers can compete with any other brewery in the crowded Dallas-Fort Worth craft beer scene. Those same locals likely fell in love with OMBC because of the brewery’s focus on community, friendship and inclusion while brewing up delicious beers.

Even with the unforgettable beer and atmosphere at OMBC, other breweries capture attention in the local craft beer aisles with memorable branding. Imaginaria Creative developed this brand concept to explore how structure and cohesion can help a brewery like OMBC stand out in the local market.

A system for your musings

We created a flexible design system for Odd Muse that still provides enough structure for each can’s unique design to be instantly recognized as a part of OMBC. It starts with the can’s architecture. The Odd Muse Brewing Company arch on each can perfectly frames the quirky designs that illustrate each beer’s unconventional name.

A can design that tells a story of legacy

It’s not often that a design comes together as effortlessly as it did for Odd Muse’s 500 Pesos Mexican Lager. It’s because the beer is named after the OMBC founder’s grandfather—a real-life coal miner in Mexico who retired from the mines, found 500 pesos, and used it to buy inventory and sell snacks to the miners. His success led to an investment in a stand that grew into a full kiosk, sparking a legacy of hustle, flavor and heart. Imaginaria Creative translated this rich heritage into a can design that’s as bold and character-rich as the man himself. Bright. Nostalgic. Full of life. Now, every fiesta where there’s 500 Pesos is a chance to share his story.

A brand system from the bar to your back

We created a flexible visual system for Odd Muse that can extend from cans to coasters to tees, without sacrificing what makes them loveably odd. The Silver Spaceship Double IPA, for example, explores myth, mash hops and a dash of Area 51. It’s hazy with layers, just like the design. It’s the kind of can design you’ll get lost in if you stare at it too closely, a few brews in.