Rather than focusing on the science behind the process, we came up with the tagline, “Craft Yeast for Craft Brews” and took a more artful approach. During the exploration phase, we were inspired by an idea to use Omega’s yeast to create textures and graphics which ultimately became the foundation of the brand image. We activated the yeast by mixing a warm sugar water solution with India ink to create 15 ‘yeast paintings.’ We contrasted the paintings with clean backgrounds and bold type, balancing professionalism with the raw nature of the craft beer world.

For the new logo, we designed a letter ‘O’ (for Omega) with a budding yeast cell. We also created a set of ‘budding’ graphics that are used through the identity on things like posters, interior graphics and apparel. When they’re all put together, they form a graphic take on what scientists see under the microscope.