Brouwerij 't IJ is an iconic craft beer brand from Amsterdam. They are located in a classic dutch windmill where they have their "proeflokaal", but you can taste IJ beers in almost every bar of Amsterdam. Their beers are expanding as well as their fame and you can find them in the whole country and beyond.
They are known for their attitude and great beers, and so needs to be their identity: open, funny and bold, but confident, adult and stable.
Their identity is based on powerful graphics supported by a very rational typographic treatment. The diamond shape of the label, the ostrich and the name are the key identifying elements across all applications.
Guidelines help the client understand what and how to use the brand, and also the designer on how to keep creativity between some limits.