The Growlers

Since 2009, Chill N Fill, a local Portland bar and bottle shop, has sponsored a "beer league" (non-competitive) softball team. Unfortunately, the team lacked a name, mascot, or identity beyond the bar's logo. Their longtime coach, Mickey, chose to rebrand the team as the "Growlers," inspired by the bar's original function as a growler-fill station, which also embraced the league's relaxed vibes.

chillnfill.com

Timeline Kick off — 1/12 First game — 3/30 Scope Logo/mascot Jersey Hat Merch ideas

The Growlers

Since 2009, Chill N Fill, a local Portland bar and bottle shop, has sponsored a "beer league" (non-competitive) softball team. Unfortunately, the team lacked a name, mascot, or identity beyond the bar's logo. Their longtime coach, Mickey, chose to rebrand the team as the "Growlers," inspired by the bar's original function as a growler-fill station, which also embraced the league's relaxed vibes.

chillnfill.com

Timeline Kick off — 1/12 First game — 3/30 Scope Logo/mascot Jersey Hat Merch ideas

The Growlers

Since 2009, Chill N Fill, a local Portland bar and bottle shop, has sponsored a "beer league" (non-competitive) softball team. Unfortunately, the team lacked a name, mascot, or identity beyond the bar's logo. Their longtime coach, Mickey, chose to rebrand the team as the "Growlers," inspired by the bar's original function as a growler-fill station, which also embraced the league's relaxed vibes.

chillnfill.com

Timeline Kick off — 1/12 First game — 3/30 Scope Logo/mascot Jersey Hat Merch ideas

Meet “Juggy”, an endearing, laidback, anthropomorphic growler jug that’s always ready for a game of catch.

At the start of the project my mind immediately went to "The Battered Bastards of Baseball," a 2014 film that, astonishingly, focuses on a Portland minor league team called the Mavericks — founded by Bing Russell, Kurt Russell's father. For those unfamiliar, the Mavericks were known for their ... let’s say “unconventional” approach and overall rejection of Major League Baseball. Picture: a true underdog story filled with overlooked players, defiance against “the man”, mullets and cheap beer for as far as the eye can see.

At the start of the project my mind immediately went to "The Battered Bastards of Baseball," a 2014 film that, astonishingly, focuses on a Portland minor league team called the Mavericks — founded by Bing Russell, Kurt Russell's father. For those unfamiliar, the Mavericks were known for their ... let’s say “unconventional” approach and overall rejection of Major League Baseball. Picture: a true underdog story filled with overlooked players, defiance against “the man”, mullets and cheap beer for as far as the eye can see.

At the start of the project my mind immediately went to "The Battered Bastards of Baseball," a 2014 film that, astonishingly, focuses on a Portland minor league team called the Mavericks — founded by Bing Russell, Kurt Russell's father. For those unfamiliar, the Mavericks were known for their ... let’s say “unconventional” approach and overall rejection of Major League Baseball. Picture: a true underdog story filled with overlooked players, defiance against “the man”, mullets and cheap beer for as far as the eye can see.

The Mavericks reference was spot on for Mickey and that set off a conversation about other influences. One that rose to the top was the Padres and their enduring confidence in yellow and brown, which always feel like classic baseball without any of the pretension (like the Mavericks).

The Mavericks reference was spot on for Mickey and that set off a conversation about other influences. One that rose to the top was the Padres and their enduring confidence in yellow and brown, which always feel like classic baseball without any of the pretension (like the Mavericks).

The Mavericks reference was spot on for Mickey and that set off a conversation about other influences. One that rose to the top was the Padres and their enduring confidence in yellow and brown, which always feel like classic baseball without any of the pretension (like the Mavericks).

From there I started to ideate on logo/mascot approach. Early in the process I liked the idea of pulling out “Growl” from Growlers, and tying it to some vague animal. But that started to feel aggro which was against the goal of the project.

From there I started to ideate on logo/mascot approach. Early in the process I liked the idea of pulling out “Growl” from Growlers, and tying it to some vague animal. But that started to feel aggro which was against the goal of the project.

From there I started to ideate on logo/mascot approach. Early in the process I liked the idea of pulling out “Growl” from Growlers, and tying it to some vague animal. But that started to feel aggro which was against the goal of the project.

The next logical place was the iconic silhouette of the growler jug, but attaching some kind of whimsical personality to it. Immediately my mind went to Pixar and how they anthropomorphize inanimate objects. What if it had arms and legs, and sauntered onto the field? Lucas Wakamatsu was our jumping off point (above) for the solid, not-to-thin appendages and jovial expressions.

The next logical place was the iconic silhouette of the growler jug, but attaching some kind of whimsical personality to it. Immediately my mind went to Pixar and how they anthropomorphize inanimate objects. What if it had arms and legs, and sauntered onto the field? Lucas Wakamatsu was our jumping off point (above) for the solid, not-to-thin appendages and jovial expressions.

The next logical place was the iconic silhouette of the growler jug, but attaching some kind of whimsical personality to it. Immediately my mind went to Pixar and how they anthropomorphize inanimate objects. What if it had arms and legs, and sauntered onto the field? Lucas Wakamatsu was our jumping off point (above) for the solid, not-to-thin appendages and jovial expressions.

We loved the idea and decided Linh Triu would be perfect to bring it to life — and she knocked it outta the park (pun definitely intended).

We iterated over a few rounds to work out the exact proportions of the “body”, the elements they’d be holding, and sport-specific details, eventually landing on high level attributes.

We iterated over a few rounds to work out the exact proportions of the “body”, the elements they’d be holding, and sport-specific details, eventually landing on high level attributes.

We iterated over a few rounds to work out the exact proportions of the “body”, the elements they’d be holding, and sport-specific details, eventually landing on high level attributes.

Cheeky

Clean

Simple

Retro

Cheeky

Clean

Simple

Retro

Cheeky

Clean

Simple

Retro

To round out the identity, I picked the typeface Hobeaux, which exudes a playful yet bold character, with its rounded forms and whimsical swoops. It feels both nostalgic and fresh, making it perfect match for a retro-inspired, non-competitive softball team.

To round out the identity, I picked the typeface Hobeaux, which exudes a playful yet bold character, with its rounded forms and whimsical swoops. It feels both nostalgic and fresh, making it perfect match for a retro-inspired, non-competitive softball team.

To round out the identity, I picked the typeface Hobeaux, which exudes a playful yet bold character, with its rounded forms and whimsical swoops. It feels both nostalgic and fresh, making it perfect match for a retro-inspired, non-competitive softball team.

Color-wise, I moved away from Chill N Fills black and silver colors and used the beer color of Juggy.

Color-wise, I moved away from Chill N Fills black and silver colors and used the beer color of Juggy.

Color-wise, I moved away from Chill N Fills black and silver colors and used the beer color of Juggy.

For the merch I had the pleasure of working with the ever-talented Lael Tyler, whoe developed a TON of catch phrases.

For the merch I had the pleasure of working with the ever-talented Lael Tyler, whoe developed a TON of catch phrases.

For the merch I had the pleasure of working with the ever-talented Lael Tyler, whoe developed a TON of catch phrases.

Team
Linh — Illustrator
Lael — Copywriter
Mickey — Coach, design nerd