Honest Ale: A Presidential Brew

The brief. What began as a custom house sign for Miami University students at 508 Lincoln Avenue in Oxford, Ohio, evolved into a playful, presidential-inspired beer identity. Centered around Abraham Lincoln, Honest Ale brings together historical character and vintage brewing aesthetics.

The opportunity. With a name inspired by Honest Abe himself, Honest Ale presented an opportunity to build a distinctive visual identity reminiscent of a heritage beer brand. The challenge was to create something that felt authentic, recognizable, and full of personality, with the visual versatility to extend beyond a house sign and onto a consumer product.

The solution. Studio Roo developed a cohesive identity featuring a custom wordmark, illustrated label crest, and a charismatic Abraham Lincoln mascot. Originally brought to life through a custom house sign and tapestry, the identity was further explored through conceptual beer bottle packaging, demonstrating how illustration and thoughtful branding can transform a simple idea into a shelf-worthy product identity.