Client Overview

Connect the Hops is a PNW-based experiential event business that pairs guided art classes with craft beer tastings at local breweries. It’s all about creating memorable social experiences—where folks can paint, sip, and connect in a fun, approachable way.

​

The Challenge

When the founder came to me, Connect the Hops had no established branding—just a clever name and a great concept. Without a visual identity, it was difficult to communicate the unique personality of the business or attract the right audience. My task was to build a brand from the ground up that would:

• Clearly differentiate from the wine-focused paint-and-sip industry

• Capture the fun, quirky, community-driven spirit of the events

• Resonate with local breweries as a polished, reliable partner

• Provide a versatile system that could flex across signage, merchandise, and digital platforms

​

The Process

Since Connect the Hops was starting without any existing branding, I began by building a foundation from scratch. I led a discovery phase to dig into the story, values, and audience behind the business. Through questionnaires and conversations, I uncovered what set Connect the Hops apart: a love of craft beer, a playful approach to art, and a mission to create community through shared experiences.

​

From there, I translated those insights into a visual direction. I explored how hops, paint strokes, and Pacific Northwest culture could merge into a system that felt both professional and approachable. Mood boards, sketches, and palette studies helped refine the identity into something that captured the quirky, welcoming personality of the brand while giving it the polish it needed to stand out.

​

The Solution

I created a brand identity that brings together the playful energy of painting with the craft beer culture at the heart of Connect the Hops. The logo combines a bold sans-serif “Connect The” with a hand-lettered “hops,” where the “p” transforms into a paintbrush—instantly tying art and beer together. A supporting hop-cone icon extends the system, offering flexibility for small-scale applications like etched glasses, embroidery, and social media.

​

To round out the identity, I built a color palette inspired by both beer and the Pacific Northwest—deep maroon (Stout), creamy yellow (Foam), sage green (Dry Hop), orange (Amber Ale), and moody blue-grey (Drizzle). Paired with a clean sans-serif for legibility and a handwritten accent font for warmth, the system translates seamlessly across merchandise, event signage, and digital platforms.

​

The Outcome

The new identity gave Connect the Hops its very first professional brand presence. With a polished logo, cohesive color palette, and flexible design system, the business could finally communicate its personality—fun, approachable, and rooted in craft beer culture—in a way that matched the quality of its events.

​

The impact was immediate: breweries saw the brand as a professional partner, while attendees connected with its playful, community-driven vibe. Most importantly, the founder now had a brand that worked across every touchpoint—from merchandise and signage to digital marketing—building recognition and setting the stage for long-term growth.