Three Notch’d Brewing Company needed a new brand to complement its explosive growth in Virginia. Journey Group was invited to design the brewery’s brand identity and extend it across the flagship beers and throughout the company’s expanding locations.

Designing a new logo

Preserving the heritage of the original beer brands while pushing toward the origin of the brewery’s name — derived from notches that Colonial-era settlers made on a trail from Charlottesville to Richmond — Journey Group created a distinctive, memorable new logo for the company.

Creating a brand system

Journey Group worked with the Three Notch’d team to move away from the previous branding model, which gave more prominence to the individual beers than to the company itself.

Now, the comprehensive brand system would house all beers and all brand expressions solidly under the new universal brand for the company.

Pushing for flexibility

The new brand system also provided a template for limited release beers, making it easy for the Three Notch’d team to adapt the brand for one-time releases.