WoodGrain Brewing Co
Client: Steve Hartman, Co-owner
Deliverables: Logo, Brand Identity, Social Profile Graphics, Bottle/Label Design, and Collateral (t-shirts, stationery, business cards, menus)
WoodGrain Brewing Co. is a microbrewery in downtown Sioux Falls, specializing in high-quality, high-flavor, hand-crafted beers. With a warm and inviting taproom atmosphere, they sought a visual identity that would reflect their passion for craft, attention to detail, and community-centered brand.
Process & Approach
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I began by understanding WoodGrain’s culture and values — an emphasis on craftsmanship, local ingredients, and a welcoming taproom experience. The visual identity needed to embody authenticity, approachability, and uniqueness.
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I designed a new logo that paired bold typography with rustic, handcrafted elements to reflect the company’s artisanal focus. The broader identity system included social graphics, print collateral, and merchandise that maintained cohesion across digital and physical touchpoints.
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Bottle and label designs brought the identity directly into the hands of customers. Collateral such as menus, apparel, and branded merchandise extended the brewery’s story beyond the taproom and created opportunities for customers to take the brand home.
Results & Impact
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A cohesive visual system that expressed WoodGrain’s craftsmanship and welcoming atmosphere.
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Bottle and label designs stood out on shelves and reinforced the brewery’s artisanal values.
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Social graphics and collateral allowed the brand to connect consistently across taproom, digital, and community spaces.
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Merchandise such as t-shirts and glassware strengthened loyalty and turned patrons into brand advocates.
Retrospective
This project was unique in that it spanned several years, with multiple touchpoints across identity, packaging, and collateral. Over time, as my workload increased, I made the decision to transition the client relationship to another designer I had previously mentored. The handoff was smooth — the client was happy, the new designer felt confident, and the design system I had built upfront provided a clear framework for consistency.
Looking back, I’m proud not only of the brand identity we created but also of how sustainable and adaptable the system proved to be. It reinforced for me the importance of designing with longevity in mind — building systems that can outlast a single designer and continue to serve the client well.