Based in British Columbia, 2DADS is a brewery created by two fathers, Will Sorrell and Greg Iredale, that wanted a more accessible yet high-quality beer.
To do so, the brand recently teamed up with Pentagram and partner Domenic Lippa to design a branding system that showcases the brand’s mission and values while also standing out amongst a vast sea of similar craft beers vying for attention in the cooler.
The cans are eye-catching, and they utilize a playful and fearless typographic approach. The brand name, paired with a black and white color palette and a vivid accent color, creates a fun and light-hearted identity for the brewery with a branding system that also balances an industrial feel.
Throughout the branding and packaging systems, 2DADS’ signature typeface is Standard by Benoit Bodhuin, and News Gothic is used as the secondary typeface, creating a balance with the chunky Standard font. Adding to the seemingly industrial and distinctive feel of the brand are black and white pieces of typographic ephemera, with t-shirts and coasters that further build the world of 2DADS.
On Pentagram’s website, the 2DAD’s founders explained: “There is such an amazing selection of craft beer these days, which means it can be confusing choosing something from your local liquor store, especially if you’re not a beer nerd. We wanted a design that could stand out and look fantastic, and also really simply explain what’s in the can and who made it—two dads.
So, while simplistic, the branding system makes a substantial impact and might make Vancouver beer fiends look twice when they hit the liquor store. Plus, the brand is planning to open its brewing grounds in 2022 with new brews, including an IPA and a Czech Pilsner, to follow in the footsteps of their ever-so-popular Citra Pale Ale. Big things are brewing.
