Athens, Georgia prides itself on being a one-of-a-kind town. With a deep history and love of arts, music, sports, academics, food, and more–Athens has something for everyone. With six exceptional craft breweries in town, the Athens Convention and Visitors Bureau wanted to create a full beer-drinking experience to attract new beer-loving visitors and residents alike. The goal was simple: show that Athens is one of the best towns to find great beer!

With a timeline of only about 3 weeks, creating a brand, and more so a full experience, that accurately represented Athens and all the breweries was no small feat. After our initial discovery meeting, we landed on The Athens Beer Trail, a tour around Athens and the six breweries complete with a branded Field Guide to be stamped at each stop, turn in at the end, and earn a memorable prize. All to help showcase that Athens is The All-American Beer Town. The accompanying visual identity and brand voice for the passport helped visitors, residents, and breweries alike recognize the beer trial immediately while representing all that makes Athens unique.