The mission


After local bar & grill South Riding inn’s new in-house IPA (brewed by James River Brewery in Scottsville, VA) turned out to be a huge hit for the restaurant, they needed a new logo and brand identity for the brew. After all, It’s hard to advertise an exclusive product without any branding in place for it! I went to work creating an Alibi IPA logo from scratch. This concept was simple, yet elegant.


Client:        South Riding Inn
Service:     Logo design, Branding
Year:          2018
Link:          southridinginn.com


The result


This idea was simple: The design relied heavily on hops and encompassed a judges gavel (alibi), along with the words India Pale Ale so everyone was instantly familiar with they type of beer it was.

I used a mixture of vintage beer label elements with a design that helped showcase the “hoppiness”, while highlighting its name and exclusivity to SRI. After many drafts, the final logo came into place achieving everything the concept set out to do. The logo has since been used in-store and in various ads highlighting it as an exclusive beer for SRI.

A custom tap handle (shaped like a judges gavel) is even in the works! – Since the logo and branding, Alibi has become the highest-selling craft/locally brewed beer at the restaurant.

Alibi IPA beer glass