ROB ANTLEY • creative director | writer
Resident Brewing
Brand Manifesto, Tagline, Voice & Tone, Messaging Guidelines
For this San Diego-based brewery, we brewed up more than just beer—we crafted a brand with roots in the neighborhood and reach across the taproom.
I led the development of the brand story, tagline, and voice system—built around the insight that being a local isn’t just about geography, it’s about belonging. The result? A tone that’s approachable, confident, and full of character—just like the beer.
The tagline “Home is where the beer is” anchors the identity, supported by messaging that taps into community, craft, and a deep love for the scene. From the brand manifesto to tone-of-voice guidelines, every word was designed to make Resident feel like your favorite barstool—familiar, welcoming, and always worth the pour.
Big picture: A refreshed brand built to scale without losing the soul of a local favorite.