Silver Lake Brewing Project Branding
Local folklore inspires a new brewery brand.
Creative Direction
Design
DETAIL:
The Silver Lake Sea Serpent in Wyoming County, NY is a well-known folktale, rooted in a 19th-century hoax. What an engaging and hyper-local way to express a new small business in town. A brand that can tell a story—and attract locals and visitors alike.
CREDITS:
Client: Silver Lake Brewing Project
Design support: Brave Buffalo
In 1855, Artemus B. Walker, a hotelier, and his friends crafted a mechanical serpent to boost tourism to the area. They used wire, painted canvas, and bellows to create the serpent and released it into the lake to frighten fishermen and locals—leading to widespread rumors and even expeditions to find the creature. The hoax was exposed when the hotel burned down, revealing the serpent's components. To this day, the locals of Silver Lake and Perry celebrate the story with boat parades and festivals.
