Have you ever had Campfire Stout from High Water Brewing? If not, imagine a freshly toasted s’mores and that’s it. The tagline is “Leaves you wanting s’more” for a reason. High Water arguably invented the s’mores beer category which is supported by the fact of winning a Gold Medal for the brew not once, but twice at the Great American Beer Festival. I first had it many years ago on a trip to California and once it arrived in St. Louis I couldn’t help but clear out the inventory all for myself. So when I got the opportunity to rebrand this favorite stout and team up with the folks at Moostache Films in the process, I jumped on it.
Up to this rebrand, all High Water beers were a riff on the same basic design of a scratchboard style waterfall created by none other than Steven Noble, the illustrator behind the likes of Sam Adams, Altoids, Anheuser Busch and Peet’s Coffee to name a few. High Water being a nod to President and Brewmaster Steve Altimari’s last name – in Italian, Alta means High and Mare means Sea or Water – it’s a fitting and elegant solution. Surrounding the waterfall are various colors and patterns to designate one beer from the next. Point being, this waterfall is the brand keystone.
Bearing this in mind, we kept the mountains and waterfall as is. Steven Noble’s scratchboard style is renowned and we wanted current customers to know they were getting the same delicious beer just with a new look. Next we did a simple update of the High Water logo. The “W” was designed to give it the feeling of a waterfall flowing from top to bottom. We also incorporated tiny beer bottles in the swirls at the bottom which are intended to be the waterfall splashdown pool. From there we worked on a visual representation of the beer itself. How did we come to a bear making s’mores at a campfire? Here’s the description of Campfire Stout:
Campfire Stout® evokes fond memories of wilderness and camping adventures. Notes of chocolate and graham cracker topped with a hint of marshmallow will leave you wanting s’more. Like any campfire experience, this beer is best shared with a warm circle of family and friends.
A cuddly bear in the California wilderness seemed a natural fit to this scene and after working through some color variations, we have what you see today. On the left hand side of the label, we used the elements of a s’more as a surround – graham cracker, chocolate bar and marshmallow – to reinforce what this brew is all about. On the right hand side, we updated what was previously just the description, ABV and Government Warning text. The campfire outline ties back to the main illustration, the dual GABF gold medals are to let folks know they’ve got an award winning bottle of beer, the social media icons encourage customers to engage online and the barcode is nested inside an outline of the state of California with a small note about which part of the state High Water comes from.
All in all, we wanted to show off the awesome beer that is Campfire Stout by honoring its past look and bringing it forward to showcase current achievements and unique characteristics. Let us know what you think, cheers!
P.S. The story behind the Aphotic rebrand is coming soon…