Paradox Brewery, an independent, veteran-owned craft brewery, specializes in brewing innovative beer out of its state-of-the-art facility in the mountains of the Adirondacks. After investing in a new brewery and tasting room in North Hudson, it was time to try a fresh approach to marketing beyond the ADKs.

In response, our design team created the "crowntain," a nod to the mountains and the history of place, but with a modern spin—the crown as a sign of quality ingredients and incredible beer. The "impossible shape" references the namesake Paradox Lake and its endless back-and-forth flow with nearby Schroon River.