Crafting a New Concept


Charlotte Brewing Co. began making solid craft beers and selling them from a locally favored restaurant, The Eaton Pub & Grille. Their vision and product were worthy enough to enter Michigan’s crowded craft beer market, but they needed a strong brand presence in fear of being overcome by the restaurant’s brand. They engaged PMSI to help establish a strong brand for the beverage and gather their own loyal customer base.

Charlotte Brewing Co.

Charlotte Brewing Co. brings the dream of head brewer, Jasson Orbeck, to reality of creating craft beers. Orbeck entered into the business with 21 years brewing experience. The Eaton Pub & Grille is a beloved restaurant in Charlotte, MI that was ready to help launch the new beers to their popular menu. The restaurant boasts delicious pub fare, friendly servers and a welcoming atmosphere reflective of Charlotte’s hard-working community.


Charlotte Brewing Co. needed to advertise their product was unique enough to carry its own label and enter Michigan’s mature craft beer industry. The task required an identity that expressed their true passion for their new product, and didn’t seem an insincere attempt for a local business to jump on the craft beer bandwagon.


PMSI met with Charlotte Brewing Co. and began to understand that the company had a passion to serve the local community. The team also sought to separate the brewery’s product from the Eaton Pub & Grille.
The design team created a logo for Charlotte Brewing Co independent of the restaurant. New labels for the beers were created with colorful and varied graphics, providing each beer with its own personality under the Charlotte Brewing Co. umbrella. Custom mugs were made available for customers to sip and enjoy their favorite ale or stout. The imagery boldly proclaimed the launch of a new beer brand in Michigan. The labels emulate the industry well, and endowed the beers with the experience of the head brewer.
On the social media front, PMSI started with a photo shoot to capture the new brand. Lifestyle shots were also taken to illustrate Charlotte Brewing beers enjoyed at the Eaton Pub & Grille. Once the files were ready , a new website was built with the Charlotte Brewing Co. featured prominently as its own entity. PMSI increased the frequency of posts on facebook to about twice a week. The posts showcased the new graphics of the bottles, and the lifestyle shots of patrons enjoying the restaurant. The campaign for the new brand ran concurrently with posts of events at the Eaton Pub & Grille and posts designed to garner impressions by sharing a love of beer.


  • 1,874 reactions from a 136 facebook posts.
  • The posts earned over 96,000 views on Facebook
  • Social media campaign lowered the cost per click to $1 to $2, which is below the industry average.

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