For nearly 20 years, Green Bay’s Titletown Brewing Company had been crafting quality small-batch beers. Locals had come to know and love the friendly little Brew Pub located in the 19th century train depot, with its great food and warm, welcoming staff.

But big changes were on the horizon. A large scale bottling expansion was underway and for the first time, Titletown labels would be found in retail.

The challenge: To help Titletown discover the brand beyond the depot, and tell a bigger story that could be embraced across all of Wisconsin.

Many business situations provide an opportunity to rebrand. Change in offering, market expansion, diversifying an audience, and overall business growth. Titletown happened to be experiencing all four.


Our first step was a creative analysis of existing brand assets, followed by a series of discovery sessions with key stakeholders and staff. From this invaluable dialog we gained a comprehensive understanding of Titletown, which helped us craft an authentic, multi-faceted story.

We further evaluated the competitive landscape both locally and statewide. Our goal was to ensure a positioning that truly differentiated Titletown in a crowded craft brew marketplace.

Together, these strategic (and often undervalued) steps provided the vital insights needed to inform our collective decision making process as we worked to bring this bigger Titletown brand to life.

Titletown Logo


From strategy came logo redesign. In collaboration with Titletown, we set out to create a mark with the no-nonsense, industrial persona of the city itself, while clearly communicating the key elements missing from the original logo: beer and football.


Once the logo was approved, we focused our attention on a packaging system. Color-coding and unique custom illustrations on bottle labels gave each variety a distinct identity. Cartons were built around a bold, two-color design, expediting at-shelf recognition and making brand-blocking possible.

With a common design across all varieties, flexibility was maximized, production costs minimized, and another step was removed from the time it takes to get a new product to market.

Titletown Bottles
Titletown 6 packs
Titletown Cans
Titletown Posters
Titletown Illustration
Titletown Exterior
Legendary Place. Legendary Taste.

Today, Titletown is enjoying the best of two worlds: a powerhouse local-brand that remains relevant to a generation of loyal customers; and a retail brand that tells and sells at shelves that could be hundreds of miles away.

Titletown merchandise sales have tripled, and total production of their beer jumped from 1900 barrels in 2014, to an expected 5000 by the end of 2015. They’re confident they’ll double that by the end of 2016.

The word is definitely out.