Thirsty for a new adventure, two friends decided to grow their basement beer brewing to a co-op style operation. Over beers (what else would be appropriate for this client?), the name Underground was born: it’s brewed in their basements, the owners wanted a secretive feeling about the brand, and they were just under legal brewing limits.
All roads pointed to a Prohibition-style, hop leaf cufflinked-clad hand pointing their way to the beer. If you knew the icon, you’re in… if not, you’d be intrigued. Rubber stamps and laser engraved reusable holders keep costs down, and emphasize the very non-mass produced nature of the beers.



Credits and High Fives: Client: Underground Brewery Co-Op / Role: Identity, Packaging / Packaging Engraving: B&M Box