Mattie Groves Brewery
Visual Identity Design
Mattie Groves Brewery is a husband & wife team living their dream to open their own space in Sacramento, California. Their goal was to create a place where people can gather and folk can flourish, surrounded by great stories and better beer.
Branding collaboration with Tristan Rumery of Awfully Great Co.
It Started With A Mood Board
Drawing inspiration from Nordic and Celtic cultures, we determined that the taproom should embody the feel of a Viking Longhouse, filled with memories of home and souvenirs from their voyages. Dark stone, woods, and furs would decorate the space in which the brand would live, accented by the bright pastel greens and purples of Icelandic lichen.
The concept behind the name originates in a folktale that began in 17th century England and crossed the ocean into the lore of Old Appalachia.
The tale is that of Little Musgrave, AKA Matty Groves, which tells of a lowborn man who fell in love with a Lord’s wife, and was killed in a duel for the lady’s heart. When she told the lord she’s rather a kiss from the dead man’s lips, he slew her in angler and regretfully buried them together in a shared grave.
The owners’ journey follows a similar trajectory to this tale, though admittedly less morbid. Matt is English born and followed Katie back to America where they began their own story, which would eventually lead to the opening of Mattie Groves Brewery.
