Based in the heart of Ohio, with farming partners throughout the Great Lakes region, Origin Malt is bringing the art of growing and malting barley within shouting distance of craft breweries and distilleries throughout the Midwest.
We reflected the plain and simple mentality of the Midwest in a straightforward, utilitarian library of assets that create an immersive, attitudinal brand voice. The concept of Midwest Independence unified the pieces and parts that make Midwest brewing sustainable.
Origin Malt celebrates the heritage of Midwest brewing by uniting the best growers and seed geneticists to deliver quality malt within shouting distance. The microsite captured Origin Malt’s value proposition with interactive visuals and images of local growing partners to connect farmers and brewers to the Origin Malt movement.
As we continue to apply the Origin Malt brand to marketing applications, illustration was the next step to extend it. The goal was to differentiate visually from their competition’s rural and industrial photography and connect with their audience in a unique way. We approached this illustration with a style that was organic in line and texture, but geometric in composition to connect back to the foundations of the brand. The illustrations were designed to scale from spot illustrations to large-format depictions of the holistic supply chain and will be applied to a number of use cases in the near future.
Brand Strategy Workshop