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Goshen Brewing Company

Brewing up the perfect brand


New business launch • Goshen Brewing Company

Problem / Background

In 2014, a group of young Goshen natives purchased the city’s former Northern Indiana Public Service Company (NIPSCO) building, which had sat vacant for decades, in order to start Goshen’s first-ever brewery, Goshen Brewing Company.

The team hired Eyedart to help develop a brand strategy, logo, and website.

They wanted to communicate their mission of being a family-friendly brewpub with a focus on sustainability that features seasonal, local, farm-to-table food.

Method / Project Deliverables

Advertising (Traditional + Digital)
Graphic Design + Illustration
Photography + Videography
Public + Media Relations
Strategic Planning
Web Design, Optimization, Management
Writing + Editing

Solution / Change / Effect

Eyedart began working with Goshen Brewing Company in late 2014 to prepare for the business’s opening in the spring of 2015. The company’s goal was to become a destination for locals and visitors looking for craft beer, local and organic food, and lively community conversation.

Media relations

Eyedart also coordinated the fledgling company’s press and media relations plan in order to increase regional excitement and support, in addition to pitching the business to “Inside Indiana Business” and to the director of tourism for the state of Indiana.

Goshen Brewing Co. opened their doors in May, 2014 to a deluge of community support.

The business has been featured in a variety of local and regional publications including the Goshen News, Elkhart Truth, South Bend Tribune, Toledo Blade, WNDU, Flavor 574, NUVO Newsweekly (Indianapolis), and more.

GBCo. crowlers

When Jesse decided to start selling Crowlers at the Brewery, we jumped at the chance to design the labels. After consulting with Jesse and his team, Eyedart partnered with Lithotone, Inc. to print the labels.

Lithotone staff spent the time needed with Eyedart and GBCo. to make sure the color, texture and price were exactly what we needed.


gbco-photographyEyedart contracted with local photographer TK to develop high quality images to build a repository of professional photography as marketing collateral.

Eyedart worked with the Goshen Brewing Company team to develop a brand guide, logo, and illustrations to highlight the business’s passion for craft beer and food and focus on sustainability and community.

With the use of the brand guide and logo, Eyedart designed t-shirts and other merchandise, menus, along with designing and building a responsive website for the company, along with offering consultation on web maintenance. Eyedart also wrote and edited the content for the site.

Set quote icon and border color to #fff9eb (a light shade from the image) and changed text color to #404b4f to match a darker shade in the background image.
Jesse Sensenig

Owner, Brewer, Goshen Brewing Company