With a sister brewery already in the top 10 breweries in America, Battle Brewing needed to have its own sense of identity. While Elsewhere (the sister brewery in Atlanta) was quirky, indie, and fitting of the area, Battle Brewing was catering to a more traditionally masculine base. The demographic also included a significant amount of military members. However, the traditional, old school line drawings have been done by all of the big guns in beer, so we didn’t want to be repetitive. I decided the best route was to pay homage to battle memorabilia by including laurels and swords, something than attracts not just blue collar beach goers, but those who might appreciate fantasy and what swords represent. Keeping to my signature style, I kept it modern, clean, tight, and bold.