Project
Project

Marz Community Brewing Co.

Cult brewery meets culture engine.

Brand Strategy
Brand Identity
Guidelines
Packaging
Environmental
Campaign
Retainer

Marz Community Brewing Co. is more than a brewery — it’s a cultural experiment rooted in Chicago’s creative underground. Founded in 2013 by a group of artists, homebrewers, and community organizers, Marz emerged from the Bridgeport neighborhood as a response to the sterile, corporate tone of mainstream craft beer. With deep ties to the city's DIY art scene, music collectives, and food innovators, Marz was built as a hybrid space: part brewery, part art project, part community hub.

From the beginning, Marz aimed to brew beers as bold and unconventional as the people behind them. Known for its avant-garde recipes — kombucha ales, mushroom saisons, CBD sodas — the brewery treats beer as a medium for cultural expression. Their taproom doubles as a gallery and gathering space, and their visual identity draws from zines, cyberpunk, and street art, with every label telling its own strange, vibrant story.

At its core, Marz isn’t just selling beverages. It’s cultivating a microcosm of creative resistance, encouraging collaboration across disciplines and inviting people to drink differently — more curiously, more socially, and always with a touch of irreverence.

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Identity

At the heart of the Marz identity is a deliberately minimal core: a bold, iconic logomark, a restrained typographic system, and a tight palette of foundational colors. This visual simplicity acts as an anchor, providing clarity and cohesion across an otherwise wildly expressive brand world. With packaging, collaborations, and programming that span the psychedelic, the surreal, and the absurd, the pared-down core ensures Marz always feels like Marz — no matter how eclectic the execution. GT Haptik typeface by Grilli Type.

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Packaging

Marz’s beer and non-alc packaging is a riot of visual expression — no two cans alike, yet unmistakably Marz. Designed like mini art pieces, each label embraces collage, surrealism, and lo-fi textures, with artwork ranging from hyper-digital to hand-scrawled absurdity. The NA line pushes further, often channeling wellness parody and experimental art zine energy, blurring the line between beverage and cultural artifact.

Contributing artists → Adi Goodrich, Cody Hudson, Louie Capozzoli,

‘Marz has always been an insane experiment, but once Michael and Rudy plugged their brains into our universe, it was like someone handed us a jetpack made of glitter and genius. We’ve basically been flying ever since. Our brand and mission wouldn't be possible without them.’

— Ed Marszewski, Founder

Impact

• 400% revenue growth over the past decade
• Average revenue per SKU +35% following packaging system refresh
• On premise sales up 250% since 2022 via design-led program branding

Credits

Creative Director: Michael Freimuth
Design Director: Elisa Maezono
Design Director: Scott Cress
Account Director: Ashley Van Belle
Account Director: Eric Brown
Senior Designer: Andrew Peters
Senior Designer: Nana Nozaki
Senior Designer: Tess Havas
Senior Designer: Kenneth Lian
Senior Designer: Maud Passini
Designer: Mark Dingo Francisco
Designer: Simone Noronha
Designer: Nat Thomas
Designer: Charles Lin
Motion & Animation: Johnny Lee
3D & Animation: Oli Rae Smith
Website Development: Eric Jacobsen




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