This project marked a departure from my usual design process. The name “McCue’s” carries a rich history in Kearney, Nebraska, as does the building itself. Originally opened in 1925 as a grocery store in downtown Kearney, McCue’s served the community for 78 years before closing its doors in 2003. Given its storied past, our aim was not to reinvent the McCue’s brand but to enhance it. Fitch and his business partners breathed new life into the old building, creating a space for all residents to gather and celebrate Nebraska beer—exclusively from Nebraska. With the goal of the new and improved logo to maintain the same historic typography and feel, I had a solid starting point. By not altering the recognizable elements, we were able to retain the respect for the name while imbuing it with new meaning as “McCue’s Nebraska Taproom.”
“I am extremely pleased with the work done by Jacklyn. Through each step of the logo design creation, I knew we made the right choice trusting her to brand our business. The quality and ease of services are unmatched. Moving forward, Jacklyn is the only designer for us, whether it be rebranding, logo update, or just her professional and creative guidance. Her unique imagination gave life to our dream!”
Ryan Fitch, Owner, McCue’s Nebraska Taproom
Branding
Mood Board
