- IN Beer Brigade
“We’re excited to watch the Brewers of Indiana Guild debut the IN Beer Brigade, a one-of-a-kind enthusiast program that allows Indiana beer fans to support local breweries and in the process gain access to extremely limited in-state, collaboratively brewed beers,” commented Isaac Arthur, CODO designer and partner, about CODO’s part in the newly launched BIG initiative.
“To start, we helped Rob [Caputo] and Tristan [Schmid] name the program. After that, we designed the main brand identity. We’ll soon be discussing the debut packaging in conjunction with the Guild and Three Floyds.”
- 450 North Brewing Co.
450 North Brewing Company launched in 2012, and is named for where they’re at —8111 E, 450 N. in Bartholomew County; but who but locals know where that is? It’s daunting finding your way on a rural route with little to go by—I admit to requesting an escort the first time I visited.
The solid shield reassures against a feeling of “lost” ’out in the middle of nowhere.’ Over six generations as Indiana heritage farmers the Simmons family has been ‘at home’ at 8111 E 450 N since 1856 and they want us to come on over to enjoy their expansion into being vintners, brewers and cider makers with a restaurant featuring ingredients from their farm.
Getting inside the Simmons' family story and visualizing the comfort of a homestead farm for potential customers is what motivates Isaac Arthur to find the right icons to touch us in positive ways. For both the IN Beer Brigade and 450 North Brewing Company shields represent a sense of empowerment. Feeling empowered is good for anyone connected with craft beer. It’s a given that no matter how much beer all of Indiana’s craft breweries produce within a year, it’s going to be less than what one megabrewery puts out in a week.
The shield inviting us to join the IN Beer Brigade gives us a ‘so there’ stance against megabrewers. We join to empower our little guys.
The branding for Centerpoint Brewing Company, poised to open their taproom any day now, is straight-on for “The Intersection of Science and Great Tasting Beer.” Centered by the pendulum, with a sense of cogs turning, stuff is happening as engineers follow a calling to make beer. The brand is the story of the owners-brewers.
Serendipity, however, was at work with Daredevil.* Who was to predict the rural Shelbyville startup would pick up and move to their now commanding corner on Speedway’s newly refurbished Main Street? Even brewmaster and co-founder Michael Pearson expressed wonderment at the enduring appropriateness of the Daredevil helmet exuding everything connected with the Brickyard and Indy 500 before such a move was remotely contemplated.
(*Editor's note: This has been updated to note that CODO did not brand Daredevil. That work was done by an agency out of Colorado called Cultivator. CODO worked with Daredevil to design their website.)
Isaac Arthur admits to ‘dumb good luck’ during our conversation at BRBP, but then again, maybe something about those conversations with Michael and Shane Pearson and Bill Ballinger…
- Big Lug Canteen
- Isaac Arthur designed Big Lug's building
“Big Lug’s story is constantly engaging everyone who walks through the door,” he points out. “It’s everywhere top to bottom, not just in the brand image of a ‘big lug’. If you haven’t been, go. It’s as close you’ll get to eating and drinking in a pop-up book —crazy and comforting, whimsical and solid, it’s feeding your inner child along with getting your daily nutrients.
“We got to spread our wings with Big Lug,” says Isaac. It’s an admission to savor.
CODO Design, founded in 2009 by partners Isaac Arthur and Cody Fague, is an Indianapolis branding and web design firm “founded on the belief that we can create better design by including our clients in the creative process.”
Beyond creating a portfolio within Indiana, CODO’s national clients include Fernson Brewing Co. in South Dakota, North Pier Brewing Co. in Michigan, B Chord Brewing in Virginia, Trail Crest Brewing Co in Arizona, Triptych Brewing Co. in Illinois, Backward Flag Brewing in New Jersey, and the Battleground State Brewing Co in-planning in Ohio and North Pier Brewing Company, underway in Benton Harbor, Michigan.
International clients include Carmen Beer Co. in Playa Del Carmen, Mexico, with a trip “to Europe to brand a Bulgarian brewery later this year .”
Isaac Arthur also writes, creates videos, and presents broadly on brand strategy, positioning, naming, and package design within the United States craft beer industry as part of the University of Vermont's "Business of Craft Beer" program.
“In 2015, I was hired as a subject matter expert to present on branding, packaging, and positioning for the University of Vermont’s “Business of Craft Beer Professional Certificate Program. This program brings experts from all over North America together to cover topics ranging from brand strategy and digital marketing, to sales and business operations. I just wrapped up my second course of instruction and will be doing it again later this year.”
CODO launched their Craft Beer Branding Guide on August 1, 2016. While aimed at the brewing industry, the points made are relevant for anyone contemplating opening a business of any kind. And even if you’re not, knowing something about the way success falls to some and evades others is instructive for everyday living.
Isaac Arthur’s enjoyment of craft beer as a patron bodes well with CODOs choice to center its work within the craft industry. And, by the way, he adds, “As a Herron student under Dean Johnson’s internship program I worked on cover sketches for your book True Brew. My design wasn’t chosen.” He says he bought the book anyway, at its launch at the Broad Ripple Brewpub in 2010.
We finished our beers, and wrapped up the conversation.
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CODO Design, Inc.; 1500 N. Delaware St., Indianapolis, IN 46202; 317-403-3173