The Johnson City Brewing Company, simply put, is a product of passion. Eric and Kat Latham have spent the last seven years as self-described “humble home brewers,” perfecting a craft that most folks leave up to some chemist in a lab.


After relocating from Virginia and leaving behind their faithful friends and family as members of the loosely formed “Peyton Street Beer Club,” they saw the community need for an established brewery in the heart of downtown Johnson City.

Initial Sketches & Final Execution

The requirements for the project were simple: create an identifying mark and typography that displayed their heritage, their commitment to the revitalization of downtown, and a connection to the historical heyday of Johnson City – the 1920s.


Drawing from both the French and German art deco movements, we moved through sketch after sketch and concept after concept until we landed on what resonated with us all.