Celebrating 5 Years: Building the Mainstage Brewing Brand Story and Logo Suite

Five Years of Community, Craft Beer, and Live Music in Lyons, CO

As we celebrate the five-year anniversary (Facebook link) of Mainstage Brewing this weekend we’re hitting rewind to one of our favorite local projects, a brand development engagement to develop their look, tone and feel. From brand story to logo suite, we helped Eric Kean and Sam Scruby translate a shared vision into a brand that has been brewing community under the stage lights ever since.

Mainstage Brewing is rooted in our small mountain town of Lyons, Colorado, a community known for its music culture (Planet Bluegrass, Oskar Blues Brewery, Rocky Grass), outdoor lifestyle, and position at the gateway to Rocky Mountain National Park. Founded by Eric Kean and Sam Scruby, two CU college buddies started Mainstage with a simple mission: build community by providing fantastic beer, great music, and a place for people to come together.

Trust the Process

They came to Turn It Up Media for a logo but we needed to dig a little deeper to kick it all off. We delivered a streamlined brand development process to define their story and use it as the creative foundation for a logo and full branding suite.

We had worked with Eric during his time at Left Hand Brewing on a campaign with the Colorado Brewers Guild and knew Sam Scruby from his years at Upslope Brewing. As Lyons locals who dig the local live music scene (and great craft beer) we understood what Eric and Sam were building and the challenges that go along with it.

Brand Development: Uncovering the Story

Our brand development process always starts with questions, we listen while tasting and discussing the inspiration for their beer, preferably inside the taproom to feel the vibe and find the authentic stories within the brand: their story, the goals, the mission, the values, and the emotional hooks that will resonate with the beer drinker. Before a single logo iteration we wanted to define something authentic and ownable that would resonate with the founders, employees, locals, regional beer drinkers, and tourists.

We worked to identify and prioritize the brand position in a competitive Colorado craft beer market. For craft beer fans seeking connection and an authentic experience, MainStage Brewing is the place for exceptional beer, excellent live music, and a welcoming, genuine, open-minded, atmosphere for locals and visitors alike.

Logo Suite Development: Finding the Mark

With the brand story on lock, we moved into logo development. Early iterations explored the expected territory of hops, guitars, honky tonk signage, microphones and pint glasses. These concepts were a bit tired and didn't capture the unique energy and progressive identity Eric and Sam were looking for. They were drawn to something more geometric, more modern, and more distinctly their own.

As we worked lines, shapes and designs we continued to reference the founders' story itself. Two friends. Two stage lights. A meeting place beneath two iconic Colorado peaks ( Longs Peak and Mount Meeker) that loom above Lyons in Rocky Mountain National Park. A shared commitment to live music and community.

Iterations strengthened, two stage lights in bold geometric form intersecting at the center creating the heart of the brand, the meeting point of community, craft beer, and music. The geometric shapes were sculp[ted to define the letter "M" for Mainstage and the black and gold palette was added, paying homage to their CU roots while giving the brand a sharp, distinctive look.

A few options before final logo decisions were made

We’re stoked to create a logo mark with a genuine story, one that bar tenders and waitstaff can easily share with beer drinkers who can then pass along to their friends.

Celebrate with Us

Five years later the black and gold stage lights define one of the busiest corners in Lyons and the gateway to Rocky Mountain National Park. The brewery has expanded to include house-made pizza and to a second taproom and brewery in Gunbarrel, CO.

If you haven't had a Mainstage pint, join us this weekend in Lyons for a weekend of great beer, amazing live music while we celebrate five years and the extended Memorial Day weekend. Soak in the authentic mountain vibes of am authentic small town and know that the story behind that logo goes a little deeper than you might think.

Big thanks to the Turn It Up Media team of Dave Taylor (brand development), Terry Kishiyama (lead designer) and Chad Melis.  

Turn It Up Media provides brand development, content creation, go-to-market strategy, and media relations for beverage and outdoor brands. Get in touch.