The Relentless Passion for Brewing Good Beer
This case study was conceived while enjoying a tasty IPA, drawing inspiration from the founder's story of a corporate guy leaving it all behind to follow his dreams of brewing really, really good beer. I wanted to highlight the idea that craft beer is exactly that: a craft.
The branding for Rough Draft toes the line between perfecting drafts of work (or craft beer, in this case) and presenting a final product, emulating a relaxed yet satisfying feeling for the blue collar worker whose day to day task is never done. And who enjoys a great beer on a daily basis.