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Case study · Branding

Lincoln's Honest Ale

A presidential brew identity for a house on Lincoln Avenue in Oxford, Ohio.

Illustration of a grinning Abraham Lincoln in a top hat holding an oversized green bottle wearing the Honest Ale label

The brief

Off-campus houses in Oxford, Ohio carry names, and the house at 508 Lincoln Ave. needed one worth hanging on the porch. The name landed on Lincoln's Honest Ale, a beer that never existed, brewed by a president who never brewed. Studio Roo took the joke seriously and gave it a full identity: a hand-lettered script wordmark, a crest-style label, and the tagline Presidential Brew.

The label does the heavy lifting. A red and gold oval crest carries the wordmark, with Historical Quality and Honest Craftsmanship lettered around the rim and a top hat where a monogram would go. The poster artwork puts a grinning Abe behind an oversized green bottle, set against a faded currency engraving. Every piece, from crest to poster to the sign on the house, tells the same tall tale.

The identity

From wordmark to label crest

The Lincoln's Honest Ale script wordmark with the Presidential Brew tagline at the top of the poster
Hand-lettered wordmark
The oval Honest Ale label crest in red, gold, and black, with Historical Quality and Honest Craftsmanship lettered around the rim
The label crest
Historical quality. Honest craftsmanship.
Lettered around the rim of the Honest Ale crest

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