A beer club’s identity, from first box to last

Same name, same mission, a new mark. The flag and scope gave way to a single symbol, a hand-adjusted logotype and a tagline that said what the club sold: Essência Artesanal.

The old scope became a bottle, the bottle became an H, and the scope’s ring opened into an arc — a hunter’s sight drawn in one stroke. Four steps, one mark.

Toyota Display in Bold and Regular, with the h’s adjusted to sit with the symbol. A short palette named after the product — Hop Gold, Cellar Black, Foam White, Barrel Gray — and a system with clear space and a 30 mm minimum.

Four versions for any ground, and a pattern from the symbol alone — the piece that did the most work once the club started shipping.

For a subscription club, the unboxing is the store. The kraft box, the welcome lid, the collectible coasters with the club’s own sayings — “Eu bebo cerveja artesanal brasileira”, “Beba o lado daora da vida”.

Reviews, launches, events and a community around Brazilian craft beer — the site was where members signed up, and where the club said goodbye.

The glasses carried the year — Ano VI, Ano VII — so every member’s shelf became a timeline of the club.

On September 12, 2023, after almost a decade of monthly boxes — through a pandemic — the club announced it was closing. The September kit still shipped. The comments read like a guestbook.