Old Tavern Product & Promotion Development
Confluence Brewing Company wanted to revive a historic brand, create standout packaging, and boost reach through unique promotion.
818 partnered with Confluence Brewing Company to celebrate Des Moines’ rich history of local brewing and beer culture. Together, we highlighted the story of Old Tavern and its deep roots in Iowa and the Midwest, while weaving in Confluence’s core values: crafting high-quality beer, fostering community connections, and supporting our city and state.
Services
Branding
Packaging
Strategy
Website
Messaging
Experiential
POS Materials
Advertising
Honoring tradition with strategic design and storytelling.
Confluence set out to revive the historic Old Tavern brand and reconnect it to Des Moines’ brewing legacy. Through brand development, 818 aimed to honor its roots while making it relevant for today’s audience. Together, 818 and Confluence shared the story of Old Tavern and Des Moines Brewing Co. through social media and traditional outlets, highlighting the Royal Mile building’s historic connection as a bridge between past and present.
From the beginning, Confluence knew this revival was about more than just beer. It was about celebrating Iowa’s history, creativity, and design. That’s why they partnered with the Iowa Architectural Foundation (IAF), pledging to donate $5 from each of the first 1,000 12-packs sold. The response was overwhelming, with the entire run selling out in a single day. The effort supported IAF’s mission to cultivate the next generation of design thinkers.
818 designed the packaging to stand out on shelves while staying true to Old Tavern’s heritage — bold, simple, and nostalgic. Inspired by the timeless appeal of brands like Grain Belt and PBR, the look reflects quality and tradition. 818 also created an interactive website to tell the Old Tavern story and guide users to Confluence Brewing’s website, blending storytelling with digital engagement.
Website design and development.
818 designed and developed a fully responsive website that brings the story of Old Tavern Beer to life, while seamlessly directing users to Confluence Brewing’s main site. Rooted in visual strategy and brand research conducted during the can label development, the page draws inspiration from vintage imagery, historical artifacts, and the nostalgic spirit of the original Old Tavern Beer.
The result is a visually immersive experience that makes a bold first impression. Thoughtful storytelling and intuitive navigation work together to invite users into the brand’s origin story while leading them to discover and explore the beer itself.
Our Process
DISCOVER
Every successful product launch begins with a foundation of research and insight. For the revival of Old Tavern, our first priority was to immerse ourselves in its story. We explored historical archives, interviewed local historians and community members, and studied the cultural context surrounding the original Old Tavern breweries. This included understanding the impact of Prohibition, the legacy of the brewery building in Des Moines, and the design aesthetics of the era. By grounding ourselves in authentic history, we ensured that every creative decision honored the brand’s heritage while resonating with a modern audience.
DEVELOP
With a deep understanding of Old Tavern’s roots, we transitioned into strategy development. Our team crafted a comprehensive roadmap for Confluence Brewing, detailing design direction, messaging, deliverables, and experiential activations. This strategic document became the guiding blueprint for every decision—ensuring alignment across creative, production, and marketing teams. It wasn’t just a plan; it was a vision for how Old Tavern could re-emerge as a timeless yet contemporary brand.
DESIGN
Once strategy was locked, we moved into execution with precision. We established critical timelines and milestones, sourced vendors, gathered material samples, and developed production templates. Our design team created technical files for a wide range of collateral—from packaging and point-of-sale displays to advertising and digital assets. Every detail mattered: we obsessed over color consistency, working closely with vendors to achieve perfect matches across substrates. This meticulous approach guaranteed that Old Tavern’s visual identity was cohesive and compelling at every touchpoint.
DELIVER
As launch day approached, our focus shifted to flawless implementation. We managed vendor expectations, monitored production schedules, and coordinated public releases to ensure maximum impact. Every element—from physical packaging to digital campaigns—was timed and executed with strategic precision. The result was a reintroduction of Old Tavern that felt both nostalgic and fresh, capturing the hearts of longtime fans and new audiences alike.
HOW 818 SHOWS UP DIFFERENTLY
For the Old Tavern revival, we didn’t stop at design files and timelines. We became historians, storytellers, and advocates for the brand.
We hunted down original Old Tavern artifacts online, scanned a century-old label to preserve its authenticity, and built countless physical mockups so the client could see the future before it happened. We met with a local architect to gain insights on the brewery’s historic buildings, attended community events with informational flyers to spark early buzz, and even drove 16 hours round-trip to be present for can production proofing, because color accuracy matters that much to us.
We were there on canning day to share the first beer off the line, and we showed up at the Iowa Craft Brew Festival to celebrate the 1st public launch. And we’re still showing up, bringing fresh ideas to keep momentum alive.
This is what makes 818 different: we don’t just design brands, we live them. We show up for our clients, our industry, our community, and each other in ways no other creative team does.
