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PROJECT: Salty Pillars
P A G E : 45
SALTY PILLARS Salty Pillars Brewing Company is a coastal inspired brewery located in downtown San Diego. The target market includes residents and visitors of San Diego, ages 21–35, with a passion for good craft beer and rich beach culture. Salty Pillars takes influence from the unique subcultures, food and style of the beach towns scattered up and down the shoreline. The brand’s various brews are named in honor the the historic piers located in the breach towns. Salty Pillars differentiates itself from other local breweries by focusing on the regional beach cultures of the city. Each brew is crafted to capture the unique vibrancy of a particular beach town. For instance, the grungy, rebellious spirit of O.B. is captured through the complex chocolate and smoke flavors of a porter, obtained through a pale malt base and a long maturation process. The brand also pays homage to the vintage surf culture of the ‘60s, with movies like The Endless Summer and Big Wednesday playing a role in the art direction. Bold condensed sans serifs and colorful beach illustrations are used to help convey this message.