More Than a Logo: Building a Brand Identity That Grows With Your Brewery

By Kaileen Powers

When I walk into a brewery I’ve never been to before, I start taking in the vibe before I even taste the beer. The signage, the merch, the way the team behind the bar talks about their flagship IPA—all of it tells a story. Whether you’re just opening your doors or hitting that five-year mark and ready to grow, one of the most powerful tools in your back pocket is your brand identity.

And no, I’m not just talking about having a killer logo (though that helps). I’m talking about the feeling people get when they think about your brewery—the personality, values, and visuals that make your brewery unforgettable in a sea of IPAs and saisons.

Why Brand Identity Matters

As the craft beer industry gets more crowded, your brand identity is what helps you stand out. Your beer might be excellent, but if your brand doesn’t tell your story, you risk becoming just another name on a shelf.

Think of your brand as your brewery’s handshake. Are you the friendly, local neighborhood spot where dogs are always welcome and the playlist is heavy on The Grateful Dead? Or are you the sleek, industrial taproom with bold flavors, bold fonts, and a rotating art exhibit? Whatever your vibe is—own it.

Start With Your Story

People remember stories, not stats. If you started brewing in your garage with your cousin and a dream, that is SO rad - tell that story! If you named your brewery after your hometown’s most infamous ghost story, lean into that spooky lore. Your brand identity should feel like an extension of your origin story and it helps your customers connect with it and you.

Ask yourself:

●      What inspired me to open a brewery?

●      What do I want people to feel when they walk into my taproom?

●      What values matter to me as a business owner?

Those answers shape everything—from your logo and label design to your Instagram captions and beer names.  When someone approaches you as a brand and asks “who are you?”  You should be able to summate the answers to those questions in a single sentence - it should be easy and natural.

Now, Build That Story

Once you’ve answered those foundational questions, think about your “Who are you?” sentence. Close your eyes and visualize it—what do you see? As you take that journey, come up with three identifiable words that capture the essence of your brand.

Let’s say your answer is something like:
 “We’re a group of friends and beer makers from Western Mass, passionate about hiking and on a quest to master the perfect post-hike beer.” (First of all—that’s a solid answer.)

From that, you might land on words like woodsy, rugged, and fun. Now, start building a visual world around those words. Break out the Pantone books and start looking for inspo images. What colors, materials, and icons reflect that vibe?

For example, “woodsy, rugged, fun” might inspire earthy tones like green and brown, with a pop of yellow for the fun. You might think of wood textures to emphasize warmth and connect to the natural elements of your brand, metals to add that rugged grit, and you might start to gravitate towards icons of hikers, trees, or silhouettes clinking beer glasses to finish the look.

Now you’ve got all the tools you need to create not just a logo that is meaningful to your story, but a style guide that is as well.

Consistency is Key

Once you’ve nailed your brand’s voice and visuals, consistency is what makes it stick. That doesn’t mean you can’t evolve, but your brewery’s personality should be recognizable by following the logo and style guide you’ve built across all touchpoints— your website, your merch, your event posters, even your tap handles.

Don’t sleep on the small stuff. Fonts, color palette, photo filters—they all work together to create a brand experience. And when customers see that same look and tone again and again, it builds familiarity and trust.

Grow Smart, Stay Authentic

As your brewery grows, it’s tempting to rebrand or “polish up” your image to appeal to a broader audience. But here's the thing: people connect with authenticity, not perfection. Stay true to your roots. Your brand should grow with you, not against you.

Want to start packaging for retail? Extend your vibe to your can design. Opening a new taproom? Carry the same brand values through the décor and signage. Growth should feel like expansion, not reinvention.

The Takeaway

You don’t have to be a branding expert to build a brewery that people remember—you just have to be honest about who you are and consistent in how you show up.

So take a moment to look at your brewery’s identity. Does it reflect your story? Does it connect with your community? Does it feel like you?

If the answer’s yes, you’re already halfway there.

Cheers to staying true—and standing out.

Author Bio: Kaileen Powers is a national accounts and marketing executive at Walker Clay- a preferred Mass Brewers Guild vendor that produces merch & displays.  Kaileen’s passionate about helping breweries bring their stories to life through brand strategy, design, and creative storytelling. When not working with clients or sipping local NEIPAs, she is usually hiking with her dog or planning her next brewery road trip. Connect on linkedin @kaileenpowers, reach out to her at kpowers@walker-clay.com, or check out some of her work on kaileenpowers.com.