Thirst Craft – Overtone Brewing Co

Putting Overtone into overdrive with a club scene-inspired brand

With innovation at its heart, Overtone’s ambition was to bring dynamic brewing to Scotland. However as a completely new brewery in the third most innovative craft beer market in the world, it needed to strike the perfect balance between dynamism and a strong brand presence to succeed.

With bottle shop shelves looking increasingly like an eclectic art gallery, we needed to ensure Overtone made an immediate impact without sacrificing creativity. So inspired by the founder’s favourite music scene, techno, we created a design that captures the cutting edge graphics and cult status of iconic record labels. Adding an extended wordmark and strong ‘O’ device, we built a bold, ownable brand which would look just as at home on an underground club poster.

The patterns themselves are inspired by Overtone’s name. Overtones are frequencies that alter various qualities of a sound – we translated this idea into a visual by using lines and colour to create illusions that change the qualities of the label in front of your eyes. These patterns tie in with the styles of beer as well as creating a piece of art on shelf.

The design is as pragmatic as it is powerful. With infinite pattern possibilities which can be turned around at speed, Overtone can continue its innovative brewing while keeping the brand strong and the labels fresh, over and over and over again.