56 Brewing is an independent craft brewery out of Northeast Minneapolis with an impressive repertoire of beers, wide in range and high in quality. From the start, 56 focused on the quality of their beer and their approachable, neighborly disposition, crafting a solid lineup of flagship brews and the capacity to create a variety dynamic styles. Matt Erickson was given the opportunity to partner with 56 at a turning point in their business, helping to redefine who they are and create a confident yet approachable identity that carries over through packaging, a variety communications, as well as the experience in their new taproom. Exterior signage and mural work in the interior were designed and hand painted for friendly, yet striking visuals throughout the experience.
A once fragmented set of packaging was overhauled to create a singular voice, confident yet appealing, with a much more powerful and consistent shelf presence. Moving into cans allowed 56 to compete at the level of the competition. Sales of beer both at the taproom and in retail have both drastically increased since the updated brand launched.
Designed by Matt Erickson
Photography by Kevin Kramer