Old 99 Brewing Co.
Project Overview
Client: Old 99 Brewing Co.
Industry: Craft Beer / Hospitality
Timeline: 2015 (First Version), 2021 (Second Version)
Applications: Brand Assets, Environmental Graphics, Merchandise, Packaging
Crafting Beer Culture Through Visual Storytelling
What began as a friendship forged over shared music tastes at Old 99's soft opening evolved into a long-term creative partnership. Born from a desire to brew excellent beer and gather community, Old 99 Brewing Co. quickly became a local favorite in Roseburg, Oregon, after opening their doors in October 2013.
As the brewery grew from a weekend passion project to a distributed brand, they needed ways to share their story that would help them stand out in an increasingly crowded craft beer market. Our relationship began with character illustrations and evolved into creating comprehensive visual narratives through Iconoflage that celebrated their unique place in the brewing community.
Crafting the Story
The first Old 99 Iconoflage artwork in pen on paper.
Deep Roots in Beer Culture
The research process was uniquely personal, built on years of friendship with the owners and countless hours spent in the brewery. This intimate knowledge of their operation, from the gleaming fermentation tanks to their unique brewing process, informed every aspect of the design. The project merged technical brewing elements with the warm, communal atmosphere that made Old 99 special.
Through close collaboration with the owners, we documented everything from their brewing equipment and processes to the small moments that defined their taproom culture. This comprehensive approach ensured that both the technical and human elements of their story were represented in the final piece.
Brewing Heritage in Detail
The Iconoflage artwork weaves together the complete Old 99 story through carefully chosen elements:
Brewing equipment and ingredients (fermenters, kegs, growlers, mash paddles, taps, handles, hops, malted barley)
Brand mascot "Billy Bad Ass" references
Historic Highway 99 elements (road signs, license plates, traffic lights)
Beer names and brewery achievements
Community gathering symbols
Pacific Northwest-themed illustrations
From Pint to Print
Primary Implementation
The original Iconoflage piece was created to celebrate their "The Ninety-Nine Percentile" beer, a 9.9% IIPA. Created initially as pen-on-paper artwork, the piece was also framed and displayed in the taproom where it became a conversation piece for visitors. Its success led to a second, more refined version in 2019 that expanded the brewery's visual storytelling capabilities across multiple touchpoints.
Extended Applications
The versatile design system translated effectively across various applications:
Taproom environmental graphics
Merchandise collections (t-shirts, glassware)
Limited edition packaging
Print + digital brand assets
Crafting Legacy Through Design
While Old 99 Brewing Co.'s story concluded in 2023, the Iconoflage artwork remains a testament to their impact on the Roseburg community. It captured not just the technical aspects of brewing but the spirit of connection that made Old 99 special – a visual narrative of friends pursuing their passion and bringing people together through craft beer.
The project exemplifies how Iconoflage can transform brand stories into engaging visual experiences that resonate on multiple levels, from celebrating technical expertise to capturing the human elements that make each brand unique.
Transform Your Brand Story
Every brand has a unique story waiting to be told through Iconoflage. Start the conversation about your project today.