Duncan Channon creates Brewlab for Redhook


By Egotist / / Duncan Channon has helped Redhook beer create Brewlab – a beer-focused working space and test ground to experiment and create new small-batch beers. Brewlab will feature 16 taps of rotating small-batch beers, brewed onsite by Redhook Head Brewer Nick Crandall – who will experiment with a wide variety of styles and recipes to brew more than 100 different small-batch beers every year. Duncan Channon conceived the Brewlab brand concept and created the identity, name, signage, menus and merchandise to bring the experimental brewing space to life and engage Seattle residents. “To revitalize a brand that lost some of its craft credibility in the 35-plus years since it became one of the pioneering brewers in the small-batch movement, we knew we had to bring Redhook’s values to vivid life rather than merely talk about them in a traditional advertising campaign,” said Michael Lemme, chief creative officer, Duncan Channon. “In developing the Brewlab concept and identity, our job was to make sure everything from the name to the smallest detail in the customer experience communicated how Redhook Brewlab is purpose-built to experiment, innovate and test the results on Seattle humans of legal drinking age.” Really nice work.