To celebrate its upcoming five year anniversary, Flat12 Bierwerks is updating its look to better communicate its identity, core values and culture through a redesign of their packaging, website and logo. Over the last several months, Flat12’s team has been working with Jeff Brown of Vision Concepts on their new image. The new design is sleek, catchy and consistent — and it reflects the brewery’s products.
“Our new branding is more representative of us as company. It continues the legacy of our namesake — a classic game-changing engine — as we take it back to a more refined design and move towards a more revved up beer,” said Director of Brewery Operations Sean Manahan.
“The continuity of the new packaging represents Flat12 and who we are as a brewery, but each beer also has an individual message that ties back into our core values.” said Marketing Director Valerie Green, who explained that with the new artwork, they’ve created visual identities that are both retro and modern, embracing their heritage and Indianapolis roots, while changing the game up with a fresh new look. “For example, Pogue’s Run is the brewery’s backyard creek, and so we wanted the new Pogue’s Run Porter design to incorporate water to reflect our commitment to cleaning up Indianapolis waterways. Whether it’s buying from local hop farmers, hosting fundraisers or helping educate the public on organizations that share our values, we are an active participant in supporting our community, and that’s a big part of who we are as a company.
Flat12’s success wasn’t hinged on creating one great flagship beer, it strikes a balance between having four consistent flagship beers to choose from, while still having several new and innovative beers constantly added to the lineup. Manahan said the company brews for the pursuit of creative expression in a pint.
“There’s not a lot of allegiance to traditional styles, we brew what we like. There’s a lot of innovation, youth and passion in the brewery,” Manahan said. Producing high-quality craft beer is Manahan’s top priority.
“There are challenges in running a fast-growing company, but we have the perfect Flat12 team, and we’re making great, consistent beer from the top down. The sleek new bottle and can designs reflect the quality of the beer they contain,” said O’Connor.
Flat12 Bierwerks is a production craft brewery located in the fast-growing Holy Cross neighborhood — just east of downtown Indianapolis. The brewery features a variety of rotating seasonal and innovative specialty beers, as well as the flagship lineup of Upside Down Blonde, Pogue’s Run Porter, Walkabout Pale Ale and Half Cycle IPA. Since it’s founding in 2010, Flat12 was recognized by their quirky cartoon caricatures and tag lines, but over the past five years, they have evolved as a company. Flat12 is currently distributing across Indiana, Louisville and the greater Cincinnati area and recently opened a second location on the Ohio River in Jeffersonville, Ind., just across from downtown Louisville.