Red Thread Brewing Co.

Velvet Rope Productions — a brand strategy and design agency — commissioned me to create a logo for a craft brewery focused on the Greater Toronto Area.

The name “Red Thread” comes from Asian mythology. Paraphrasing from Wikipedia: fate is an invisible red thread that binds people together.

To the client, this represented a broader, all-encompassing concept. In Red Thread Brewing Co.’s own words:

“Red Thread is all about creating connections to the people and places you love. We encourage you to get out and seek new experiences; follow your thread and surround yourself with those you love to be with.”

After initial research and discovery—with a focus on local craft brewers—I created many quick sketches. I shared the most promising samples with the clients, and through close collaboration, we began moving toward a design that resembled a bottle cap patch.

This approach was practical because the patch could incorporate red thread stitching, and the patch symbolism also evokes sports and camping. Essentially, a patch suggests taking off your tie, going outside, and enjoying life with others—perfectly capturing the essence of the Red Thread brand.