Brand Identity design, User Experience, Web Design and good vibes for Lagunitas Brewing Company, by Teak in San Francisco.

Lagunitas Brewing Company Website Design


It was dawn at Teak. The sun’s rays crawled through windowpanes and across a table, fathom by fathom, in a conference room. Two bottles of Lagunitas IPA were popped open. Their caps spun together through the air as if in slow motion, until they were transfixed in the path of a sunbeam and, for an instant, were things of radiant gold.

If you’ve enjoyed a tasty beer in the last 20 years, chances are it was a Lagunitas. The original craft brewery, homegrown in Lagunitas, CA (before moving to Petaluma) Lagunitas Brewery was largely responsible for putting the IPA on the world map with their eponymous Lagunitas IPA. And after spending all their time making incredible beers — and not on their web experience or traditional beer advertising — founder/Galactic Brew Lord/genuinely nice guy Tony Magee and his confederacy of brewmonsters at Lagunitas wanted a website as good as their elixirs. That’s where we come in.

We partnered with Lagunitas to redesign their brand’s website, revamp the user experience, and produce video content across the entire site. With 4 taprooms, 28 beers, a news section, an extensive music area, and plenty of other grab-bag items to place appropriately, we had our work cut out.

Part of Lagunitas’ genius is their very distinct and diverse design aesthetic and brand character (the man Tony Magee himself designs all the labels and writes much of the advertising copy). They are counter counter counter culture. They sometimes get in trouble with the fuzz. They truly, seriously, and to-the-bones love music. Our challenge was to ground that aesthetic in consistent brand principles that would capture the true essence yet allow us to create true brand guidelines for designing the website.

After drowning ourselves Houdini water tank style in their brand (and beer), we landed on a great design aesthetic for the site. Using bold, impactful type, realistic textures and integrated brand elements, as well as a grid-panel framework, we had ourselves a design as bold as their beers. Which is what they were looking for in the first place, so hey, high-five.

After it was all done, the sun fell toward the earth. Periwinkle skies turned to pink, and then orange, and then red. And just as the sun set, just as the day’s door closed with a click, at that moment we clinked our beers together, and there was suddenly a great flash of green light, like the flashbulb of some brilliant photogram, which spread across the sky. A warm wash of pure bliss crept into our minds. The next sip of beer felt momentarily like a new lover’s kiss in the center of a spinning carousel. The creak of floorboards sounded like the tuning of an orchestra before the finest performance of Edvard Grieg’s Peer Gynt Suite No. 1, Op. 46 ever heard. And soon we drifted into somnolence, into oblivion, into sleep.

Check out the new Lagunitas.com.

Theater marketing, branding and website design for the Curran Theater. By Teak, a brand and content studio in San Francisco.

Teak continues partnership with Curran to launch 2018 Season


Involving ourselves in art, theater, and film at both a local and national level is very important to us at Teak, which is one of the reasons we love working with Curran.

They inspire us with their incredible lineups—2017’s Fun Home, Eclipsed, The Encounter, Taylor Mac, and Bright Star blew our minds. But even more, we’re inspired by the passion and innovation that Carole Shorenstein Hays and the entire team at Curran brings to create a truly modern theater experience. They continually push us to go beyond traditional theater marketing to create a consistent brand experience.

We’re excited that for the first time, the Curran is offering a subscription for the entire 2018 season—a season that promises to be bigger than ever, featuring Dear Evan Hansen, winner of six 2017 Tony Awards (including best musical), as well as the Go-Go’s musical Head Over Heels, SOFTPOWER, and the return of Taylor Mac. The announcement was big news.

We partnered with them to create their new online booking experience, an update to the full website redesign we completed in 2016. Just one week after launch, subscriptions sold have far exceeding their goals.

The shows are going to be amazing, and seeing them at the Curran takes those experiences to another level. Be sure to check out their 2018 season and take part in it.

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The Lagunitas SuperCritical Story


From the moment Teak’s partnership began with Lagunitas Brewing Company, we’ve been learning from them. We knew that hops were a critical component in the brewing process. One thing we didn’t know was the close connection between cannabis and hops. There’s something called “terpenes” that when brewed with great hops can provide an amazing and distinct flavor. This is not about THC, it’s about taste. Check out the video we created with them to tell the amazing story of Lagunitas SuperCritical. The video was extremely effective as social content– on their Facebook channel alone it has garnered almost 600,000 views, purely organically.

 

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Taylor Mac at Curran


Continuing our amazing partnership with the Curran, we helped them develop the branding and marketing for this incredible, one-of-a-kind event. Taylor won the 2017 Edward M. Kennedy Award for Drama inspired by American History and was a 2017 Pulitzer Prize Finalist for Drama. “A 24-Decade History of Popular Music” has been included on an unprecedented three New York Times “Best of…” lists in 2016: Performance, Theater and Classical Music. The concert will be presented as four six-hour chapters, together making the first complete presentation since Taylor’s historic 24-hour marathon performance at Brooklyn’s St. Ann’s Warehouse last fall.

The event begins next Friday, September 15. Check out the event (and our work) here and join us!