Van Lieus Brewing Co. is a father-and-son brewery in Perkasie, PA, with roots on their family farm in Ringoes, NJ. What started as basement brew days grew into a brewery that brings approachable, high-quality beer to the community. Their Perkasie taproom carries the same spirit—great beer, good company, and a welcoming space to relax and connect.
Van Lieus came to me looking for a brand identity that honored their history: the family farm where their brewing journey began. The goal was to create a mark that felt personal and grounded, while remaining timeless, flexible, and scalable across product packaging, merchandise, and future marketing materials.
I developed a visual identity centered on a logo that marries a classic weathervane with hops, symbolizing both their agricultural roots and their passion for craft beer. The system leans on a clean, black-and-white foundation, allowing each beer release to introduce its own color and personality while keeping the brand consistent. From cans and crowlers to apparel and signage, every element was designed to flow naturally across touchpoints, giving Van Lieus a cohesive system that can evolve with their expanding lineup.
The final identity captured the heart of the brand perfectly. The Barr family shared how much they felt seen in the design, saying it felt “exactly like them.” The new visual system has continued to support their growth over the past three years as they’ve expanded their offerings and presence in the Bucks County community. I can't wait to see (and taste!) what they brew up next.
Credits
Freelance Creative Director / Designer: Julie Lockwood
Core Contributions: creative direction, art direction, concept development, graphic design, branding/identity, logo design, print design, package design, product label design, promotional collateral, swag design, project/account management