Chattanooga Brewing Company

Brand refresh for historic brewery with pre-Prohibition heritage

Chattanooga Brewing Company's story spans over a century, from its 1890 founding under George Reif through Prohibition's forced closure in 1915, to its 2010 resurrection by passionate engineer-brewers. When new investment and southeastern expansion plans emerged in 2017, Whiteboard partnered with the brewing team to refresh their brand identity. Our research uncovered a treasure trove of historical artifacts from the brewery's pre-Prohibition heyday, providing authentic inspiration for the rebrand. Rather than following the saturated colors and wild illustrations dominating craft beer packaging, we embraced the brand's heritage through spare, simple design solutions that honored the original brewery's visual legacy. This strategic approach created distinctive shelf presence while celebrating the authentic history that sets Chattanooga Brewing Company apart in a crowded marketplace. The refined identity system rolled out across new products, merchandise, and restaurant environments, creating a cohesive brand experience rooted in genuine craftsmanship and local brewing tradition.