Approaching a decade in business, The Open Bottle Beer Shop and Taproom was in need of a fresh take on what had become a notable and friendly local shop and watering hole. This Chicagoland craft beer shop and taproom needed a visual refresh that better exhibited its expertise and playful, approachable vibe, while leaning into what had become its recognizable brand blue color. We leaned into The Open Bottle’s name to drive a type-centric brand refresh with bold use of letterforms as visuals, and inviting copy. Circular graphics, text containers and circular text treatments helped bring home this “open” aesthetic. Additionally, we chose to steer clear of any possible stuffiness, sometimes associated with higher end or boutique bottle shops, and play up the whimsy through fun messaging and by introducing a new bottle mascot. Dubbed “TOB”, this mascot entered the fold as a versatile character that could be adapted easily into different applications, and properly filled the new brand with a literal interpretation of The Open Bottle brand name. Whether TOB was tipping his cap, grabbing a six-pack of beer to-go, or enjoying a cocktail in the taproom space, this new character allowed the brand to have fun with the mascot extension across various applications. The flexibility of the TOB mascot–along with a new versatile family of brand fonts–allowed The Open Bottle to adapt the new visual identity easily across any collateral application. Altogether, we executed this new look across signage, packaging, various swag, wearables and in-store touchpoints, just in time to help commemorate the shop’s 10th anniversary.