Protagonist

Three childhood friends had one grand vision – to unite their passion for craft beer to create a new kind of brewery, one that was a true anchor of the community and a catalyst for progress. After we established the brand’s mission — to foster better communities inspired and empowered by the brewing, consuming, and culture of beer — we landed on the name Protagonist. We then developed a fun, language-based visual identity with a cryptic “secret code.”



The Protagonist visual identity centers on a bespoke coded language designed to pique the curiosity of the membership program, as well as a more expressive typographic treatment designed to boldly telegraph messages to the broader community. The individual code letters can be combined en masse to form graphic patterns, or serve as isolated design elements and holding shapes for photography. Code letters can swap into the "Protagonist" logo, creating a playful, versatile wordmark that piques curiosity and hints at the full language.



Through this code language, the brand has the power to impart subtle layers of meaning and personality into its materials, and gives the especially curious guest a challenge to crack the code. Beer cans employ the code letters to subtly identify the type of beer or pay homage to the brewery’s Charlotte location, while custom glassware evokes the chemistry of the brewing process. Elements of the code even show up throughout the Protagonist Clubhouse space, from the beer taps and signage to coasters and menus. This visual scavenger hunt was created with the hope to build an even deeper connection between the Protagonist brand and its members through the discovery process.