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Unmapped Brewing

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Concept/Purpose of the Work:
Unmapped Brewing is a small, locally-owned brewery nestled in the Glen Lake neighborhood of Minnetonka, Minnesota. The owners, JD and Megan Park met in college and bonded over their love of adventure and the outdoors. They always talked about opening their own business, but it wasn't until JD started home-brewing that they feel in love with the craft beer scene. They wanted to open a brewery in the community that they live in, and create a community gathering place. They have done well in their seven years since opening, and during the strange year of 2020 decided it was time to update and refresh the original brand. The goal of the rebrand was to invigorate the brand and continue to inspire community gathering, honor quality beer, and stay rooted love for the outdoors. The new evolution of the brand takes the idea (and the hashtag), “Go Somewhere Unmapped,” into fresh territory. In keeping with the original logo, trees represent the wilderness—but in addition, the minimalist and clean new look is enrichedwith modern illustrations of inspiring landscapes. Some near, some far, some mysterious. The new Unmapped brand is happy, bold and adventurous. The logo itself is modular to provide various versions for use on many different applications. Unmapped wants to inspire their customers to live each day with the spirit of adventure—whether that means exploring a new trail or trying a new beer.

Results of the Work:

The rebrand has been very well-received by the owners, staff and customers. Many visitors of the brewery exclaim about the colors of both the exterior and interior murals. The branding has been used on all new label designs, glassware, labels and merchandise.

The branding and fun new merchandise, along with the custom, hand-drawn illustrations inspire more sales. The murals have brought more interaction among customers and sharing photos on social media.

The owners are noticing more buzz and engagement from customers overall and are continually creating new brews that include some exciting collaborations with other local businesses like Northern Coffeeworks.

The murals were painted over the course of several weeks and also created a lot of interest and excitement in the Glen Lake community.

How the Work Was Delivered to the Masses:
The re-branding was introduced initially on social media, business cards, and on the website, then on beer can labels, glassware, a custom pop-up tent for events, and on a variety of apparel merchandise sold at the brewery. Unmapped also has a cycling team and created jerseys with the custom illustrations by Liina & Co. The murals were inspired by the brand and were concepted by Liina & Co and Kada Creative, and designed and hand-painted by local muralist Kada Goalen (owner of Kada Creative).


Credits:
Mural design and painting: by Kada Goalen, Kada Creative
Merchandise selection and vendor coordination by Megan Park, Co-Founder, Unmapped Brewing

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