Built for the bar.Then for the feed.
Two tap handles for Kansas City's first Black-owned brewery, one taken all the way to print files. Then a year of short 3D films for each new can, starting the night before the taproom opened.
A brewery for the 18th & Vine Jazz District.
Vine Street Brewing Co. set out to be an inclusive place for good beer, live music and art, in the neighbourhood where Kansas City jazz grew up. Whiskey Design built the brand: the street-sign logo, the labels and the voice. The 3D work turned that brand into objects for the bar and motion for the feed.
- Client
- Vine Street Brewing Co., 2010 Vine St., Kansas City, Missouri
- Agency
- Whiskey Design (brand identity, packaging, environmental graphics)
- 3D work
- Two tap handles, print-ready handle geometry, the opening teaser and a run of films for new cans
- Tools
- Cinema 4D, Redshift, X-Particles, After Effects
For the bar
Two tap handles, from flat art to a 3D object, and one of them to a print file.
Street Sign Stingo, cut from flat art.
The handle began as a flat drawing: the logo crown, a name plate for Street Sign Stingo, and a sax player on a magenta panel. Each layer became its own piece with real thickness, stepped forward so the handle reads as a stack of cut signs from across the bar.
The trumpet handle, down to the print file.
A gold trumpet, bell up and overflowing with foam, set into a magenta body with the logo plate below. Polished brass is unforgiving in 3D: the valves, tubing and bell had to hold clean reflections through the whole turn.
A year later the handle was rebuilt as solid geometry and exported for printing as STL, OBJ and FBX. Everything a render can fake had to be real: the logo and the pattern on the body are modelled as raised relief, not painted on.
One minute, the night before the doors opened.
The opening teaser is where the two halves meet. It starts on the trumpet handle, then brings out the whole range: Maris on a turntable, the Hood Saison painting, Vines on Vine under its ivy, Paper Bag in its bag and the lineup on a record player, all inside the brand's Coming Soon ticker. The taproom opened the next day.
For the feed
One film per can, each on its own ground, from the opening to a year later.
The street's vines take the can.
The IPA is named for the street, so ivy grows up and around it with particle-driven stems and leaves until only the label shows through. The same growth ran over Maris, both on the ochre ground the teaser uses.
Maris plays as a record.
A brewery built around music should play its beer. The Maris American Pale Ale label becomes an LP: the face, the type and the colour on a spinning record. The needle drops, and the record turns into the can.
Six versions, with alternate camera angles tried along the way.
Hood Saison steps out of American Gothic.
The label remixes Grant Wood's painting with a couple from the neighbourhood. The film starts on the original in its gilt frame, swaps to the remix and moves into the can. A second film turns the can to show the whole label.
The whole range on one turntable.
Every can carries its own full label, so the turn shows the range at once and still holds up when it slows on any one beer.
A year after opening, still going.
The Cookout lime blonde ale got the same treatment: its painted backyard party wrapped around a turning can, in green light and fireflies.
By then the label wrap was a repeatable rig. A new can meant new art and new light, not a new scene.
Signed off with the street sign.
The Vine Street mark is drawn like a street sign. In motion it builds the way one goes up: the panel and the letters, then Kansas City underneath. Logo design: Whiskey Design.
| Piece | Delivered | Size | Length |
|---|---|---|---|
| Sax handle turntable | May 2022 | 1280×1280 | 9.7 s |
| Trumpet handle 360 | Oct 2022 | 828×1280 | 7.6 s |
| Opening teaser | Jun 29, 2023 | 1280×720 | 64 s |
| Maris record spin | Oct 2023 | 1200×1200 | 18.8 s |
| Hood Saison wrap | Oct 2023 · Jan 2024 | 1920×1080 · 1920×1440 | 18.1 s · 16.6 s |
| Trumpet handle print files | Nov 2023 | STL · OBJ · FBX · 3DS | / |
| Lineup turntable | Dec 2023 | 1920×1080 | 11.8 s |
| The Cookout wrap | Jun 2024 | 1920×1080 | 16.4 s |
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