John Fearless, a new provider of hops, barrels, and fruit purees, needed an identity that would attract the new wave of craft beer brewers in America. Although they had years of experience in the wine industry, they wanted to position themselves as knowledgable and available to the little guy. That meant crafting a brand message that was approachable, enthusiastic, and compelling. I worked with the team responsible for the visual identity to create a narrative that fulfilled all of John Fearless' needs.