We created the branding and graphic identity for new Pennsylvania craft brewery, 2SP. Since the brewery’s name sounded more like an auto parts brand than a brewing company, we decided to push the design in an unconventional direction. The logo and graphic identity take their visual cues from motor oil cans and American industrial advertising of the mid- and early-20th century. The bold, colorful, and witty design reflects 2SP’s no-bullshit approach to beer making, and it differentiates 2SP from the typical craft beer look.