Brand identity for Michigan micro-brewery

Partners John and Brian had wanted for years to combine their passions: great craft beer, Wyandotte, and family run businesses. The partners asked us to help develop branding to support the launch of their new micro-brewery. Equipped with the company name, location, brewing system, and some hard-working Midwest passion, the brand’s visual identity was the next critical piece.

Services Provided: Branding, Visual Identity, Beer Naming, Packaging Design, and Apparel Design


We gathered the insight needed to create a unique and differentiating brand identity. In getting to know the rich history of Wyandotte we found many opportunities to visually connect the brand to local history. We presented several concepts, and ultimately the Wyandotte totem pole provided inspiration for a logo and illustration system that would help the brand stand out.


During creative development we tackled brand touch points including building signage, bottle designs, growler labels, coasters, business cards, tap handles, and apparel. When touring the future home of the tasting room, we discovered a high visibility opportunity for a mural to announce the brand. The building is visible to traffic entering Wyandotte, as it passes the town’s famous totem pole.


The brand has been met with enthusiasm by the team getting ready to launch and open the new company. Our design has empowered and emboldened the WBC team as they grow production and execute on plans to scale the tasting room business and start the bottling process.


“LESS+MORE has been a real pleasure to work with. They take the time to truly get to know and understand their clients, and more importantly their clients’ vision.  Their eye for detail and subtlety lead to the creation of a unique brand and image that beautifully represent our product, as well as our personalities.”

JOHN FRIEDRICH, Partner, Wyandotte Beer Company

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