2SP Brand Refresh
Creative Direction | Art Direction | Design | Mascot Design | Illustration | Copywriting | Animation
2SP’s core cans were well-loved by buyers and sellers, but new customers didn’t always recognize them as a family. The core line up’s refresh synthesizes some of the brand’s strongest motifs into a distinctive and consistent format.
The design of the original line up took inspiration from mid-century industrial packaging, honoring the blue collar roots of Delaware County and the brewery’s team.
An audit of 2SP’s visual output identified the graphic elements that had come to most define the brand over the years.
The Pennsylvania keystone, seen often in official settings and souvenirs was added to the mix to instill a sense of place. The sharp geometry fit in with the brand’s retro industrial inspiration.
The refresh creates a bold foundation for type and the mascot to play within. Customers can find 2SP products more easily, while none of the brand’s spirit is lost.
Stylish touches ensure consumer recognition at every turn.
The strikingly stripped down design turns the boxes into miniature billboards in stores.
An illustration of a storied former stadium tells customers in the area this brand has deep Philly pride and roots.
Clever details make for a memorable experience as you open the box to grab a beer.
Billboards announce the new look along major highways in Philadelphia. The designs are specific to their locations near the major league stadiums and airport. An illustration of a famed older stadium and a casual colloquial tone reflect 2SP’s local roots.
A rotating line-up of designs will appear on a digital billboard in Delaware County (AKA Delco) near the exit for the brewery.
Animated variations on the designs will appear concurrently on Instagram, as posts and Stories.
Everything above was designed for the initial release of the new look. More coming soon, some from me and some from 2SP’s in-house designer who’s been a great sounding board and collaborator for several aspects of this project.