Bierstadt Lagerhaus

Bierstadt Lagerhaus is a brewery in planning in Denver in the hands of the very capable Bill Eye (former head brewer at Dry Dock and owner/brewer at Prost Brewing), Ashleigh Carter (formerly at Dry Dock & Prost), and Chris Rippe (formerly of Flying Dog Brewery & proprietor of the Rackhouse Pub). Opening in early 2015 at 2875 Blake Street, Bierstadt Lagerhaus will be colocating with The Rackhouse, a distillery and a cidery – all in the same building.

Visual Branding


Once it was decided that Bill, Ashleigh and Chris were going to work together, they came to Fermentable Sugar to develop visual branding. The direction of the mark was already somewhat decided, but the time had come to bring in a professional company with previous brewery experience to take their idea and turn it into a functional brand identity. Bill, Chris & Ashleigh were set on an art Deco feel to brand their brewery, which had recently purchased a 1930s German brewhouse that will be cut out of its previous location and shipped to Denver. In the course of about a month, we took a concept and performed a series of rounds of design to end up with a final mark. The branding features the Denver skyline (with a touch of Munich, an homage to their roots as a German lager brewery), and an art deco badge that houses the BIERSTADT lettering.

Given that there is a lot of black on the edges of the mark, a reverse logo was needed for dark backgrounds. The essential elements are the same, but there is a lot of contrast in the reverse grayscale logo.


Developed as a grayscale mark, The Bierstadt Lagerhause branding excels as a 1-color mark. It’s difficult to condense a brand that uses 5 values of black into a 1-color brand. This logo will be used for things like silkscreening (when the client doesn’t want to print a logo with 5 different gray spot colors).


The reverse of the 1-color branding is just as visually appealing and stands out so well on dark backgrounds.


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Chinook Seedery

Name Ideation

Fermentable Sugar presented about 50 possible company names to the client, who sells all-premium natural sunflower seeds. The client selected Chinook Seedery out of the options. A Chinook is a warm wind that blows across the western part of North America, a prime location for growing sunflowers to harvest their seeds.

Visual Branding

We needed a brand that would reflect the high-quality sunflower seeds, and would stand out on supermarket & convenience store shelves. We used the sunflower as a jumping off point for Chinook’s visual branding. The addition of a blue ribbon complements the orange and red of the sunflower design while adding contrast between the elements.


Brand Packaging

We conducted a thorough analysis of Chinook’s competition and identified some ways their packaging could differentiate itself on the shelves. Meetings in the stores Chinook is selling into were an integral part of the process. We developed a design for 4.7 ounce stand-up pouches with a clear window to allow the sunflower seeds to be seen by consumers. Each flavor’s design could be relatively similar for all of Chinook’s styles to keep the printing costs down. Each flavor has a distinctive color change along the top stripes and behind the flavor style to give each style a unique look. We also took the design for these larger bags to make very small 1.5 ounce trial size bags, too.

Look for Chinook Seedery sunflower seeds on the shelves of your favorite upscale supermarkets in the spring of 2014.


Website Development

A fully custom brand website built on WordPress helps consumers and wholesalers learn more about Chinook’s line of all-natural premium sunflower seeds. was developed to complement to the strong stand-up pouch packaging we designed. As such, the visual elements of the website are very similar to the packaging. When a consumer visits the website and then heads to their local store where Chinook Seedery sunflower seeds are sold, they’ll instantly recognize the packaging.  WTF Marketing is handling the back-end development. screenshot


Company Car Vinyl Wrap

Chinook Seedery’s Founder (and Chief Seed & Enthusiast) Mark Pettyjohn came to Fermentable Sugar to develop a custom vinyl wrap for his company car, a Land Rover LR3. The distinctive shape of a Land Rover allowed us to wrap his truck in a very bright design that’s similar to the other visual branding that we developed for Chinook Seedery. Look for his truck around the Denver region.

Chinook Seedery Company Car

Trade Show & Festival Design

Chinook asked for some banners to be used in industry trade shows and for consumer festivals. We took their iconic visual identity to develop a set of two banners that could be used for each instance.



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Goldspot Brewing Company

I was approached by Goldspot Brewing Company to do branding work for them. Slated to open in the spring of 2014 at 50th and Lowell in the Berkeley Neighborhood of Denver (near Regis University), Fermentable Sugar worked with Matt Hughes & Alex Sward from Goldspot to identify what iconography they wanted to use in their logo. The brewery name comes from the yellow circle in both the Denver and Colorado flags. After researching the flags, it was determined that the gold disk in the flags not only stand for Colorado’s rich mining history, but also for our trademark sunny days throughout the year.

Through the design process, we developed a series of marks that would work for Goldspot. Each round we honed the marks and added a few new ones. Eventually, through some serious discussion, we ended up with a final. The resulting brand recalls the gold spot’s heritage while highlighting Colorado’s natural beauty, blue skies, and mountains. We developed a print and web branding package for Goldspot, a heightened contrast grayscale version, and a silkscreen/embroidery-friendly spot color version without the gradients to achieve better results.





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