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Business Info

Business Name

Hop Lot Brewing Company

What do you do?

New Brewery in Michigan! No we're not in BeerCity, USA aka (Grand Rapids, MI) but we are located near a brewery/winery haven in Traverse City/Suttons Bay, MI

What is the exact name you would like in your logo?

Hop Lot Brewing Company, Hop Lot Brewing Co , also possibly include Suttons Bay, MI

You'll receive designs for biz cards, letterhead and envelopes.

As of now our stationary designs will be for business cards

Target Audience

What is your industry?

Food and Beverage

Describe the target audience for your logo and stationery

-Age 25-54 male/female
-Grand Traverse County and all of Leelanau Peninsula locals
-Vacationers from Chicago, IL ; Holland, MI; Grand Rapids, MI; Kalamazoo, MI; Detroit, MI; South Bend, IN; Cincinnati, OH.
-Active/recreational individuals
-Live concert/music goers
-those who support local business/causes
-Frequent brewery goers who like buying merchandise (shirts, mugs, stickers) (cool logo, destination logo/logo bears the city name)
-Locals/vacationers that are proud to show their affection towards the Leelanau Peninsula

Activities in the area:
Beaches, biking, kayaking, fishing, weddings, golf, hiking, boating, live music, vacationing.

What 3 things would you like to communicate to your audience through your logo and stationery?

This is a brewery in the northern part of the lower peninsula of Michigan proud to be on the Leelanau Peninsula.

We embrace our local surroundings (the people who live on the Leelanau Peninsula, local entertainment, celebrate the natural beauty of the area and use it to its full potential by growing hops on the optimal soil and climate for hops, full circle educational experience for us as the brewery and those who are our customers in a fun and relaxing place)

We serve fresh, consistent, quality beer (Farm to glass). We will be growing hops on the 4.75 acres of land

Style and Concept

What logo and stationery styles do you like (text only, image only, text and image, etc.)?

We would like our main logo to include TEXT AND IMAGE but also TEXT ONLY. As a brewery that will sell merchandise and distribute which means we need bottle logos, we need a stand alone "badge" logo that can be identifiable without needing words or wrapping around the bottle neck or beer cap.

Bells Brewery
New Holland Brewery
Right Brain Brewery
Revolution Brewery (Chicago)
Dark Horse Brewery

What colors do you want to see in your logo and stationery?

Not 100% set on any colors so we're open to ideas. However as we walk through beer aisles at liquor stores we seem to gravitate towards 6 packs with either green, black, white, red, orange colors in their labels.

What colors do you NOT want to see in your logo and stationery?

Open to ideas

What adjectives should best describe your logo and stationery?

Inviting, cool, local, natural, entertainment hub, fresh, consistent, fun, unpretentious, community, educational, open doors, land, hops, relaxing environment

Where will your logo be used (print, website, etc.)?

Merchandise, website, business cards, signage, posters, beer labels

Do you have additional info or links you want to share?

History of the Brewery's Name "Hop Lot Brewing Company":

Hop Lot to us means that we have a hop farm on a parcel (LOT) of land. We will be cutting down 2-3 acres of land on our current property while keeping a wooded entry way and a secluded grassy beer garden with a wooded border. We will still grow some hops on our land to add value and meaning to our name. Some of those hops will be used in our beer along with outside hops. We enjoy hoppy beers but will not exclusively brew and sell hoppy beers. We do not want to shy people away by thinking that all we sell is hopped up beer.

History of us:

We want to offer the new age and more popular brewery scene which offers a variety of craft beer, live entertainment, educational experience and pride in the drink that is in their hand, an outdoor 1-1.5 acre beer garden with hops that you can walk through, unpretentious environment and open door philosophy which encourages our customers to ask questions. We want to become part of the community and support the community because they are the reason for us wanting to move up north from Chicago. Tag lines that we have considered but may not want in the logo would be "Embrace Your Surroundings". This is an idea and direction that we want the people of Suttons Bay and Leelanau Peninsula to celebrate! We don't like the phrase "Support your local Brewery" because to us it means that since you're a local establishment you MUST support us.

Suttons Bay, MI is quaint and small full of families who are so proud of their beautiful small town and county which lies on the Leelanau Peninsula. For example a highway that wraps around the peninsula (M22) has become its own brand that sells shirts, glasses, stickers, etc. with the highway sign emblem...that's it. Not to say that we want M22 in our logo, we're just stating that people up north and the tourists that visit are proud to display their love for the area. Suttons Bay, Traverse City and the Peninsula are all heavily populated areas and traps for tourists. We feel the Leelanau Peninsula's physical shape may be something we want in our logo.

Ideas of what we have currently are at www.facebook.com/hoplotbrewing

We don't like how a lot of breweries use standard hops in their logo. So we want more than a hop and more than the Leelanau Peninsula. Combination maybe. We also used the Leelanau Peninsula shape in the form of a camp fire. We want your ideas!!!!!!!!!!!!



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