Serious Craft Beer

Serious Craft Beer

Peiping Machine is a craft brewery based in a ex-factory site that used to manufacture heavy machinery. It is a brewery that is dedicated to purist brewing techniques and consistent quality. It is also a tap house that serves as a physical venue for many craft beer-oriented events, gatherings, and parties. Unlike many local breweries who are centered on a sense of fun and underground culture, Peiping Machine, much like its industrious and no-nonsense name, promises to stay true to its mission: to provide quality craft beer to all, nothing more and nothing less.

The logo sources “Li Shu” style brush calligraphy from Peking-era bank notes and store banners, and attempts to modernize it by accentuating the strength and sharpness of the strokes. The identity, including promotional imagery, is completely typography-based to differentiate itself from its local rivals. The brand strives to create a look that is intensely Chinese, but also maintains a collected sense of objectivity that makes it relevant to today’s globalization of design language.