When the founders of an up-and-coming craft brewery tasked us with building its brand from the ground up, RPM designers quickly landed on an edgy logo idea to bring the Alter name to life. They created an ambigram – a logo that could be read right-side-up and upside-down. It was a mind-blowing idea that spread like wildfire through word-of-mouth and social media. Using Twitter, Facebook and Instagram, we connected with customers every day. Friends and followers grew and soon the brand was off and running. In the competitive craft brew market, RPM built a sturdy foundation where the Legend of Alter has already begun to flourish. Unique labels, online videos and cool brewery events continue to build mystique and intrigue with younger drinkers and brand influencers.