CROSBY HOPS REBRAND

The Crosby family has been growing hops for more than 100 years. Recently, they realized their identity doesn’t match their current position or fully represent the future of the company. It also doesn’t clearly separate them from the competition. In the world of hop growers, they have expanded beyond growing to now also processing and distributing hops worldwide. They want to be recognized as the source for premium hops from home brew hobbyists, to major brewing operations. As a Certified B Corporation, they raise the bar of sustainability amongst their competitors. They want the brand to speak to their stewardship of the land, and their commitment to environmentally and socially responsible practices.

In this logo design, I wanted to use the simplicity of form to tell a deeper story about the Crosby family and their company. The three concentric circles represent the three generations of Crosby Hops farming, a C and a hops cone, the sun setting over a field, distribution and the ripple effects of sustainable practices in a circular economy.

Roundhouse Agency, 2019

Creative Director: Robert Medkeff
Senior Designer: Jess Jones