Magnolia Brewing Identity

The opportunity to refresh Magnolia’s identity came as the brewery grew from its original Haigh St. brewery into a new 10,000 sq. ft. production facility and second restaurant in San Francisco’s Dogpatch Neighborhood on the east edge of the city. Our solution was to celebrate Magnolia’s storied past, and long gone era of late 60’s Haight St. culture, with a vibrant and layered visual identity. Our ethos for the rebrand “Trippy not hippy” gave us a way to explore a lucid visual style that feels like a fresh interpretation of 60’s psychedelia, while leaving the cliche symbols of the times in the past. The resulting brand has a fresh and striking visual clarity, that is energetic, spontaneous and continues to revolve in a sort of kaleidoscopic daze as the brand grows.