The idea that seasons change and therefore so should beers is a brilliant design strategy for Rockwell Beer Co. Utilizing a flexible typography and branding system, the different brews can adapt to different in-season brews, but all maintain a fun and decidedly hip, glossy sheen.

Rockwell Beer Co. is ready to make a splash in the beer industry. With a newly opened St. Louis tasting room, brewhouse, and retail space, founder Andy Hille and his team are shaking things up in a town that boasts serious beer history. Untethered to a flagship beer, RBC’s foundation is in fluidity. As seasons change, beers change. And so does RBC. A kit of parts united by a strong, flexible logo system, the visuals are built to adapt with an ever-evolving brewery. From Byrd Up (a dry-hopped rye pale ale) to Big, If True (a double IPA), RBC’s beer list came with witty names, short descriptions, and complementary playlists at the ready. TOKY’s challenge: to design a set of labels with mass appeal and a subtle nod to the creators.