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San Diego Based LESS+MORE Tapped To Brand The First Official Destination Craft Beer

Local branding and design agency selected to create collaborative beer brand.

San Diego has more craft breweries than any other county in the US. In an effort to promote the area’s reputation as a great beer destination, the San Diego Tourism Authority partnered with Bay City Brewing Company to create a one-of-a-kind beer for the region.

Having created the original Bay City Brewing Company brand identity, Bay City co-founder Greg Anderson recommended leveraging LESS+MORE’s expertise and familiarity to craft a unique name and identity for the collaborative brew.

Greg stated,

Bringing in the creative skill set of LESS+MORE was key. Their insight into the marketplace and how best to position this new beer was vital to the project’s success.

The agency team set about exploring a name and identity that would define and differentiate the project with local and visiting beer enthusiasts.

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Mike Savacool, a Founding Partner at LESS+MORE says,

We presented a dozen potential names, but 72 and Hoppy quickly became a favorite. The identity is inspired by San Diego’s reliably great climate (often 72 degrees and sunny), and the hop-forward flavor of the session IPA that Bay City created.

The agency created a full visual identity suite to distinguish and promote the beer with packaging, apparel, and in-venue applications. The materials feature a bold, simplified color palette inspired by the tourism authority’s brand colors, and a custom representation of San Diego’s skyline by illustrator Olga Griesinger.

The beer is on tap at Bay City’s tasting room, as well as several bars, restaurants and attractions in the region. Cans and bottles will be for sale later in the summer.


About LESS+MORE

LESS+MORE is an independent, award-winning branding and design agency based in San Diego. LESS+MORE works with start-up brands and global corporations, and has built a reputation as a reliable resource for on-target concepts and meticulously crafted materials.

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