At Pearl, what began as a humble brewery campus is today a robust collective—a community, both of people and places, that exists to spark moments and memories that illustrate the warmth, pride and energy of South Texas. Pearl stands for something greater than just the sum of its parts. It’s a hub for both work and play, and represents a journey that picks up where a destination leaves off. It’s the pinnacle of ‘adaptive reuse’: a versatile, contemporary plaza in a rich, historic setting where inspiration and dedication collide to both kick their feet up and get their hands dirty. Here, friends discover heritage and history among moments that kindle wonder and awe in all five senses.

Using Pearl’s rich heritage and historic architecture as a springboard, our team immersed ourselves in every facet of the brand through discovery learning, stakeholder interviews and brand strategy. Each insight we surfaced was channeled into brand language and tone for the Pearl brand as it moves into its next phase of life in San Antonio.

Pearl speaks like a local, to its primary audience: the local community. Its voice is definitively South Texan and therefore embodies a degree of contradiction. Pearl may roll up its sleeves and don snake boots in the morning, attend a gallery event in the evening, and grab elotes from a roadside stop on the way home. Pearl contains multitudes.

The distinct dichotomy that defines Pearl proved to be a keen driver for a striking brand identity. Like Pearl, the design system has one foot squarely planted in the past and its vision trained keenly on the future. Imagery from deep in Pearl archives juxtaposes contemporary typography. Vivid color blocking frames images of 1800s industrial architecture. Stylish lifestyle photography reflects simple moments of connection and celebration. From brand patterning to illustration style, each element of singular style serves in support of Pearl’s values of celebrating makers, storytelling and community pride. Pearl’s new voice and brand identity proved to not only be versatile, but also energizing.