Brewed To Stand Out.

Branding a Memphis craft brewery for growth and shelf appeal.

Grind City Brewing Company was founded by father-and-son team Bill and Hopper Seely after Hopper completed brew school and returned home determined to elevate the city’s craft beer scene. Memphis only had a handful of breweries at the time, and the Seelys saw a clear opportunity to create a brewery lineup—and brand—capable of producing great-tasting craft beer.

Myndshift was brought in to help shape Grind City from the ground up. Our work included developing a bold, recognizable identity for the brewery and its growing list of craft beers, designing packaging that stood out instantly on retail shelves, and creating tap handles and vehicle graphics that extended the brand in bars, taprooms, and throughout distribution routes. We were also tasked with designing experiential elements for in-store promotions and crafting print, digital, social, and outdoor campaigns that captured the spirit of Memphis and the brand.

Despite launching during the height of the COVID-19 pandemic, Grind City achieved remarkable traction. What began with an initial shipment of 500 cases quickly grew into a production volume of more than 2,000 barrels, securing the brewery’s place as the fifth-largest in the Memphis region.