Dock Street Brewing Company

Fierce competition in the craft brew field compelled the owners of Dock Street to seek a re-branding strategy to raise their product's profile. Group M proposed re-focusing on the roots of the company. Founded near the original waterfront port of Philadelphia, it was natural to expand the nautical theme. Classic illustrations of sailors were superimposed on fields of bright nautical flags. The 3 primary colors-yellow, blue and red- were assigned to their 3 original beer styles and carried throughout the packaging system to easily identify them and stand apart from the competition. Group M also oversaw strict production standards and coordinated with vendors in Canada, U.S. and Mexico.