The Challenge
In 2025, Mr. Ether, a 70-year-old brewing enthusiast from Italy, approached Das Design Studio with a vision to launch his own craft beer brand—a personal dream sparked during his retirement after decades of working in the brewing industry. The request was unique: create an iconic black and white logo that reflects his personality and heritage while capturing the essence of a premium Italian brew company.
With only his name and story to guide us, the challenge was to develop a visually distinctive, monochromatic logo that would stand out in a competitive market, represent a legacy, and evoke instant brand recognition—similar to timeless icons like KFC.
The Approach
We began by studying Mr. Ether’s facial features and legacy story to craft a logo that would personify his journey. Inspired by iconic brand marks that humanize their founders, we designed a stylized illustration of Mr. Ether’s face—a warm, wise character that conveys authenticity and experience.
To make the identity deeply relevant to the brewing world, we integrated beer-related elements directly into the illustration. His beard was artistically formed using hop flowers, symbolizing the craft behind brewing, while the top of his head featured beer foam bubbles, subtly referencing a freshly poured mug of beer.
The overall shape of the logo resembled a beer mug silhouette, bringing all symbolic components into a single, cohesive visual. We embedded essential branding elements into the logo: the company name “Ether Brew Co.”, the established year “ESTD 2022,” and the origin tag “Made in Italy.”
Executed entirely in black and white, the logo evokes a vintage, artisanal feel—fitting for a small-batch brew rooted in legacy and Italian craftsmanship.
The Outcome
The final Ether Brew Co. logo is a celebration of tradition, personal legacy, and design storytelling. Mr. Ether was moved by how closely the design mirrored his identity and the care we put into encapsulating his brewing journey. The use of his likeness—combined with botanical beer elements—creates an unforgettable visual that immediately signals authenticity, heritage, and craft.
The logo has since become the face of the brand, setting Ether Brew Co. apart in the artisanal beer market. It communicates the brand’s Italian roots, passion for brewing, and founder-led narrative—all with the simplicity and elegance of a black-and-white identity.
The project also reinforces Das Design Studio’s expertise in turning personal stories into iconic brand assets—proving once again that powerful branding starts with authentic storytelling and thoughtful design.
