This rebrand aimed to refine and expand Sober Carpenter’s identity, making it more inclusive while staying true to its core values. The previous branding spoke primarily to a niche audience, and this project focused on broadening its appeal while reinforcing its commitment to quality, authenticity, and modern craftsmanship
Sober Carpenter is a non-alcoholic craft beer brand that celebrates precision, balance, and the enjoyment of great beer without alcohol. Rooted in the idea that sobriety does not mean sacrificing experience, the brand promotes mindful drinking and a lifestyle of clarity, confidence, and craftsmanship.
My first step was to establish a strong brand message that gave Sober Carpenter a more defined character. The original branding leaned heavily on a single demographic, and I saw an opportunity to create a more dynamic identity that resonates with a wider audience. This meant rethinking the visual system, messaging, and brand elements to reflect not just craftsmanship but also precision, intention, and the ability to fully engage in the moment while choosing sobriety.
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To preserve authenticity while evolving the brand, I refined the logo by reintroducing carpentry elements in a cleaner, more intentional way. The previous design felt visually heavy, which diluted the brand’s identity. Simplifying the logo and integrating subtle nods to carpentry helped strengthen its connection to precision and skill. The expanded visual language incorporates elements that reinforce the theme of balance, from structured typography to a refined colour palette, ensuring that Sober Carpenter stands out as a bold, modern, and intentional brand.
