Being a “just for fun project” I think my True Bru concept turned out nicely. True Bru is a play on my last name, with the purity element, “True,” helping communicate the quality of the crafted product. The logo being a bit tongue and cheek incorporates the tagline, “Dethroning the Monolithic Vision,” plainly illustrating the level of importance of the brewery’s core vision. Strategically, the logo also predetermines the brand to be a small boutique brew company, having the foresight to focus on making quality products vs. global domination. The line below each beer style, “Naturally, we use organic, expertly hand-crafted ingredients,” also simply calls back to the quality of ingredients used in the product.