Brand identity redesign for Second Line Brewing, an independent craft brewery based in New Orleans. Inspired by the city’s rich musical heritage, the new identity replaces a festival-specific symbol with a timeless visual language that celebrates rhythm, community, and the joyful spirit of New Orleans.
Project Overview
Second Line Brewing is a family-owned craft brewery deeply rooted in the culture of New Orleans. The objective was to redesign the brewery’s visual identity while preserving its local character and making it more versatile for packaging, merchandise, and future brand development.
The challenge was to create a logo that felt unmistakably connected to the city’s personality without relying on symbols associated with a single event or celebration.
Inspiration & Concept
The creative process began by exploring the brewery’s existing identity and its connection to Mardi Gras. Early concepts focused on the traditional umbrella—a recognizable symbol of New Orleans parades and celebrations. While visually engaging, it ultimately represented only one aspect of the city’s culture.
The concept evolved toward something more universal.
Music is the heartbeat of New Orleans, present in its streets, festivals, neighborhoods, and everyday life. That realization led to the drum becoming the central inspiration for the new identity—a symbol of rhythm, energy, and community that captures the spirit of the city beyond any single celebration.
Design Solution
The final identity combines expressive custom lettering with the circular silhouette of a drum, creating a logo that feels energetic, approachable, and unmistakably linked to New Orleans’ musical heritage.
The design is intentionally simple and adaptable, allowing it to work across beer labels, merchandise, digital platforms, and promotional materials while maintaining strong recognition. Supporting color variations ensure flexibility without compromising consistency, creating a visual identity capable of evolving alongside the brewery.
Rather than simply modernizing the existing logo, the redesign establishes a broader visual language—one that celebrates the culture, rhythm, and sense of community that define both Second Line Brewing and the city it calls home.
