Art direction, Creative direction
TV & Radio Spots
Moniker Brewery was a start-up brewery made up of seasoned industry veterans. They wanted to build a beer brand centered around the consumer taproom experience: “elevated brewing” as they called it. High quality beer was a critical piece of the puzzle too, of course, but Moniker knew the taproom experience is what would differentiate them from the decidedly crowded brewery space in Providence.
Taking a cue from Dean Ornish’s famous quote, Moniker aimed to exploit the fact that “the need for connection and community is primal, as fundamental as the need for air, water and food” and offer an elevated drinking experience that customers would remember well beyond whatever particular beer they consume.
The company name Moniker, from its actual definition to its common understanding, encourages community at every level — both overtly and subconsciously — by being familiar and genuine while still being dynamic enough to mean different things to different people. The idea was as the brand begins to grow and becomes synonymous with a particular kind of experience, the name lends itself to expanding the type of products and services Moniker offers — like coffee, wine and kombucha, for example — without feeling disingenuous.
The graphic, visual and messaging approach for Moniker was simple and functional, mirroring both the name of the company and the design of the tap room — the brand’s jumping off point. Nothing about the brand was designed to be seen as “trendy” or “flashy.” All creative solutions were intentionally simple, direct, and “tried and true.”