Cedar Springs Brewing Company is a brewery that specializes in German-Bavarian (as well as American) cuisine and award-winning beer. The brewery is so-named for its location in Cedar Springs, a town just 25 minutes outside of  Grand Rapids, Michigan. The "CS" in the logo and the signature red flannel pattern used throughout the campaign pays homage to the towns strong logging heritage. The goal was to create a line of cohesive yet differentiated products that speaks to the restaurant and retail experience.