Early on in the project when we began experimenting with Tru Colors brand, we wanted some of the elements to feel polished and intentional - like the beer they produce. But, on the other hand, we wanted to express the personality of the diverse group of employees and how they might approach typography and visual elements. This got super BRUTALIST and didn't align with the strategy, but some of the texture remained in the final visual identity system. Goes to show that all that exploration isn't for nothing. They can sometimes find a home.
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