Standard Deviant
Just add beer
- Naming
Paul Duatschek had worked in biotech for ten years before he started applying his scientific method to homebrewing. When he showed up at our studio on his motorcycle with a bag full of beers, we got right to work. Standard Deviant works on a lot of levels. It speaks to science in a playful, almost mischievous way. On top of that, it captures the spirit of the brewing style: classic, with a little something extra that makes them unusual.
What we did
We worked directly with Paul to name a brand that could house his many experiments in the world of beer. Years later, with a brick and mortar location in the Mission, the name (and the beers) are tasty as ever.
What was the deal with…
Trademark
The quirks of trademark classification mean you have to look at beer, wine, and spirits, while also watching out for producers, distributors, bars, and restaurants. So it’s a very crowded scene.
URL
One of the things we loved about Standard Deviant was the way it played with the suffix “Brewing.” URL problem solved.
The decision
There were a number of names that hit the mark we were aiming for: scientific, playful, with a sense of action and adventure. Ultimately, when it came to making a decision, it was pretty clear that Standard Deviant was the strongest name on the table. Luckily, we had the relationship with Paul to tell it to him straight. The rest is cold, sweet history.