hundredbell
brewery
This project involves creating a brand identity for HundredBell Brewery, a Montréal microbrewery inspired by The City of a Hundred Steeples. Blending craft beer culture with medieval references across a cohesive branding system.
My approach was to position HundredBell at the intersection of Montréal’s gothic heritage and modern craft beer culture. By pairing contemporary typography with raw, medieval-inspired illustration, the identity feels historic, intentional, and edgy without relying on typical craft beer clichés.
The final identity pairs bold typography with textured linocut-style illustrations inspired by medieval woodcuts. The logotype provides strong shelf presence and modern clarity. Beer cans feature hand-drawn imagery such as a flail and gauntlet, a melting skull and armor, introducing a new illustration and colorway for each variant while maintaining typographic consistency across the system.
The identity extends across beer cans, cases, kegs, merchandise, and storefront signage, creating a cohesive brand experience from shelf to brewery. The result is a visual system that feels carved rather than polished — modern in structure, medieval in spirit, and unmistakably Montréal.
Credits
Photography
Timothy Dykes (unsplash)
Martha Anna Maria Beckers (unsplash)
Yasin Aribuga (unsplash)
Claudio Divizia (vecteezy)
Mockups
mockupnest
freebiesbug
unblast
