ABOUT THE PROJECT
The collaboration between Abovo and Paddlefish Brewing Company was more than just a branding exercise; it was a journey into the heart of what makes a community tick, a deep dive into the essence of camaraderie, heritage and the entrepreneurial spirit of progress. This project was about capturing the soul of St. Peter, Minnesota, through the lens of its first craft brewery since 1942, and translating that essence into a brand that speaks volumes without uttering a word. It was an endeavor that required not just creativity and technical skill, but empathy, respect for tradition, and a visionary outlook for the future.
Every step of the way, from initial brainstorming sessions to the final unveiling of the brand, was marked by a shared commitment to excellence and authenticity. Abovo and Paddlefish Brewing Company worked hand in hand to ensure that every element of the brand—from the logo that echoes the majestic Paddlefish, to the color palette inspired by the natural beauty of the Minnesota River—was a testament to the brewery’s roots and aspirations. This project was not just about creating a visual identity, but about laying a foundation for a brand that could grow, evolve, and become an integral part of the community’s fabric, just like the brewery itself.