Hutton & Smith Brewing Company
From Hops to Identity: Brewing an iconic brand
Services
Hutton & Smith burst onto the scene at the dawn of the craft beer revolution with a fresh recipe and a bold vision: to open their own brewery. The owners, former geologists from Las Vegas, chose Chattanooga, TN, drawn by its vibrant outdoor scene and rock-climbing opportunities. As locals ourselves, we quickly connected with their passion. Their challenge was clear: how do you launch a new brewery in a burgeoning market, blending a love for brewing with a deep appreciation for geology, and truly stand out? They needed more than just a logo; they needed a brand that spoke to their unique story and resonated with the community.
We jumped in to help them tell that story, starting with their core concept: “beer meets rocks.” The name Hutton & Smith pays homage to James Hutton and William Strata Smith, considered the fathers of modern and English geology, respectively. Our team immersed themselves in this rich heritage, crafting a brand identity that was both historic and modern. We designed a logo and overall visual language that seamlessly integrated elements of classic old-world appeal with rock climbing motifs, creating something truly distinctive. The goal was to build a brand that not only represented their passion but also captured the adventurous spirit of Chattanooga.
The new Hutton & Smith brand was an immediate hit with Chattanooga’s outdoor enthusiasts and beer lovers alike. The unique blend of their geological roots and brewing passion resonated deeply, and their merchandise quickly became a common sight across the city.
Beyond the initial branding, we also partnered with them on a critical second phase: finding the perfect location. We helped strategically position the brewery in what was then an emerging corridor of the city, the MLK district.
Hutton & Smith became one of the first businesses to open at the new thriving location, helping to transform it into the energetic destination it is today for both locals and tourists.
As their popularity soared, we designed their canning, creating a bold, color-blocked look that ensured their beers popped off the shelves. It was designed to be instantly recognizable, making it easy for customers to spot their favorite Hutton & Smith brew in a crowded aisle.
Our collaboration helped them achieve remarkable growth, ranking them as the 16th-fastest-growing brewery in the US in 2019, up from 50th in 2017. Their award cabinet filled up too, with a gold medal at the World Beer Cup for their Bivouac Black IPA, and silver and bronze medals at the Great American Beer Festival for their Rocktoberfest and Wee Heavy Metal.
We truly believe marketing should feel personal, and success should be easy to measure, and Hutton & Smith’s journey is a great example of that
Brand Development
A legacy in the making
Website Design & Development
A Legacy in the making
Graphic Design
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