Seipp’s

German immigrant Conrad Seipp founded his brewery in Chicago in 1854. By the late 1870s, Seipp’s was among the largest breweries in the United States, and it dominated the Chicago beer market, producing over 100,000 barrels a year. Despite its early success, the brewery struggled through Prohibition and closed in 1933.

In 2018, the great-great-great granddaughter of Conrad began the process of resurrecting the Seipp’s brand and its beer. True story was hired to update the product logo, formal signature, and seal for a more contemporary, beer-savvy audience. A custom, low contrast script typeface was designed to withstand low-fidelity printing on materials such as metal or cardboard.