Old 99 Brewing Co.

Overview:

Client: Old 99 Brewing Co.
Industry: Food & Beverage
Timeline: 2013 - 2021
Services: Branding, Iconoflage, illustration, marketing collateral

Crafting Beer Culture Through A Long-Term Partnership

What began as a friendship forged over shared music tastes at Old 99's soft opening evolved into a creative partnership across eight years. As the Roseburg, Oregon brewery grew from a weekend passion project into a distributed brand, they needed ways to share their story that would help them stand out in an increasingly crowded craft beer market.

The collaboration spanned brand strategy, illustration, collateral design, and two versions of Iconoflage artwork (2015 and 2021). A comprehensive brand style guide established their visual foundation, while character illustrations brought their beloved mascot "Billy Bad Ass" to life. The work translated across taproom environmental graphics, merchandise, packaging, and digital applications—capturing both the craft of brewing and the communal atmosphere that made Old 99 special.

“It gave outsiders an instant sense of our identity, even if they’d never set foot in the place before. Customers loved poring over the details, recognizing things from around the taproom, and even turning it into a game - ‘find the fermenter,’ ‘spot the crowler,’ that kind of thing.
What made it even cooler was how we could carry that first design into other projects, helping us build a consistent, recognizable look that’s unmistakably us.”

— Matt Hill, Old 99 Brewing Co.