Upload
sasha-west
View
218
Download
1
Embed Size (px)
DESCRIPTION
Â
Citation preview
THE BOOTLEG TALE OF:
GUNTHER’S GRAND REVIVALPROHIB IT ION | BALT IMORE | BEER | BRAND
SINCE EIGHTEEN FOURTY-SIX
BALTIMORE RESTAURANT BRANDING + LOGO DEVELOPMENT AUGUST 2015
GUNTHER
Born in Wirtheim Germany, it is said, G.G. Sr. was a very astute business man. George
came to the U.S. in 1866 and working in various NYC and Baltimore breweries until
establishing his own in 1880.
THE JACOB BANHARD MANSION2102 E. BALTIMORE ST.
BUTCHERS HILL
Raising a family in East Baltimore, the Gunther’s operated a tavern from the first
floor of their home.
Watching first hand the downfall of his father’s brewery after selling to a brewing trust, George Jr. revived the Gunther family
brewery and founded George Gunther Jr. Brewing Co. in 1900. Hiring the “brewers architect” George Jr. built a cutting edge
facility directly across the street from the location of his fathers. Following the
prohibition, the G.B.C. was expanded, and by 1959 Gunther’s was the largest Baltimore
brewery.
Chef Jerry’s grandfather + mentor who ultimately inspired his successful career in
the culinary arts.
GEORGE GUNTHER SR.
GE
OR
GE
GU
NT
HE
R S
R.
GEORGE GUNTHER JR.
GEORGE TRICE
WET’S VS. DRY’S
a reminder to live + learn. the magic is in the process of trying to figure it out.
MEETGEORGE
B R E W M A S T E R
B R E W M A S T E R S O N
G A S T R O - G R A N D A D
1846 TO 1912
1876 TO 1943
1923 TO 1980
THE GEORGE GASTRO-NAUT GRANDAD GET TO KNOW ME GUIDE
GUNTHERBREWINGCO.
GUNTHERBREWINGCO.
3
WETDRY
MOIS
T{versus}
T H E D I V I D E
Tended to reside in relatively affluent neighborhoods
and were members of the city’s professional and local
business elite. They were in the middle and upper socioeconomic classes
and tended to be strong church members of
Protestant denominations like the Methodist, Presbyterian,
Congregationalist, Baptist, and Christian. The loyal
prohibitionist was likely to be native-born, that is, born in America. The early immigrant ancestors of these second- or
third-generation Americans were viewed as strong-
minded and moral people.
The
peop
le w
ho m
ay
have
wan
ted
to r
egul
ate
and
limit
the
effe
cts
of a
lcoh
ol, b
ut w
ho
did
not t
hink
out
righ
t pr
ohib
ition
was
rig
ht o
r en
forc
eabl
e.
Likely to live in the less affluent areas of the community and represent the working class. Many belonged to the Catholic and Lutheran Churches and were of Russian and German backgrounds. Ethnicity also played a major role in the prohibition movement. A distinction was made between the “new” and “old” immigrants. The new immigrants were more likely to be viewed as a threat. Historically, the term “wet” was English public school slang for someone judged to be weak, feeble or “soppy.”
5
NATIONAL
T H E C O U N T R Y W E N T D R Y .Congress passed amendment to U.S. Constitution that banned the manufacture, sale, and transportation of intoxicating liquors. President Herbert
Hoover, who once called Prohibition “the great social and economic experiment, noble in motive and far reaching in purpose.”
Predicting the prohibition, George Gunther Jr. began the production of near beer in 1919. By 1933 the amendment was repealed and the prohibition was
labeled a failed experiment. Baltimore’s breweries began a vigor resurgence and ultimately became one of the cities defining characteristics.
J A N U A R Y S E V E N T E E N T H 1 9 2 0P R O H I B I T I O N
1920
AMERICA’S
CURSE !EIGHTEENTH AMENDMENT
BALTIMORE | BEER | BREWERIES | BASEBALL | BLUE COLLAR | OLD BAY
THEN
FIGHTING ANTI-IMMIGRATION
RESURGENCE FROM GREAT DEPRESSION
RACISM
WORLD WAR I
MEDICINAL LIQUOR
BLUE COLLAR
INDUSTRIAL REVOLUTION
I F I T I S N O T W O R K I N G , M A K E I T B E T T E R .
a paralleluniverse.
Speakeasy’s democratized
drinking in the sense that it was the first
place where both women and men
drank together in the post saloon era.
Once prohibition ended, the use of
brands + labeling was developed to distinguish
between government poisoned liquor {for
industrial purpose only} and liquor that
was safe to drink
FIGHTING ANTI-IMMIGRATION
RESURGENCE FROM GREAT RECESSION
RACISM
WAR IN THE MIDDLE EAST
MEDICINAL MARIJUANA
WORKING CLASS
THE TECH EVOLUTION
I F I T I S N O T W O R K I N G , M A K E I T B E T T E R .
NOW
GUNTHER’SC O N C E P T D E V E L O P M E N T
REVIVE
BLEND
AMEND
ELEVATE
T O F O R M A U N I F O R M M I X T U R E / C R E A T E A H A R M O N I O U S E F F E C T O R R E S U L T
R E S T O R A T I O N T O U S E / A C C E P T A N C E / A C T I V I T Y O R V I G O RA R E N E W E D P R E S E N T A T I O N / I N T E R E S T / A T A K E O N S O M E T H I N G O L Drepresented th rough pops o f cont ras t ing e lements emphas i z ing spur ts o f change
the combinat ion o f ba lanced p ropor t i ons and g radua l sca les that emphas i ze the seamless un i f i ca t i on o f past + p resent
T O I M P R O V E U P O N / R E F O R M / A L T E R B Y F O R M A L P R O C E D U R Efocus in on subt le cont ras ts that c reate de f in ing resu l ts
T O I N C R E A S E A M O U N T O R I N T E N S I T Y / T O R A I S E T O A H I G H E R M O R A L / C U L T U R A L / I N T E L L E C T U A L L E V E L / E L A T Eus ing sca le + l ine fo rms to represent movement + progress ion fo rwards
10
During prohibition years, liquor was prescribed as a treatment, and with a doctors note, patients could visit their local drugstore to get their fix. The drug store economy skyrocketed in the 1920’s, and companies like Walgreen’s experienced large growth going from +/- 20 to +/- 500 stores.
GUNTHER’S AMENDMENT
GUNTHER’S MEDICINE
PICK YOUR POISON.
THE F IRST AMENDMENT OF THE U.S. ADOPTED ON DECEMBER 15 , 1791
Prohibits the making of any law respecting an establishment of religion, impeding the free exercise of religion, abridging the freedom of speech, infringing on the freedom of the press, interfering with the right to peaceably assemble or prohibiting the petitioning for a governmental redress of grievances.
GUNTHER’S NOBLEE X P E R I M E N T
The signing of the 18th Amendment by Congress marked the beginning of prohibition for the U.S. being the entrepreneur that he is, George Gunther Jr. reformed his beer brewing process and found his own loophole in the system. With noble ingenuity & elevating innovation, the process of amending is possible, formal or informal. As Baltimore says, BE MORE.
President Herbert Hoover called prohibition “The Noble Experiment” and many observers seemed to agree with this assessment. “Noble” because the goals of keeping families together and reducing or eliminating alcohol abuse were noble goals. An “experiment” because most observers felt like it was an experience that failed. Too many in the country saw nothing wrong with drinking alcohol in moderation.
With a nick name “City of 1st’s,” Baltimore is no stranger to experiments & testing out new concepts. A testament to the live & learn essence of life, with an emphasis on exemplifying high moral values and leading by example as opposed to force.
{as
GB
C s
ay
s}
Everyone has their “medicine,” their personal healer, that one {or many} substance {s} that cure injuries & ailments. Medicine is the socially acceptable word for drugs.
With 1/4 of the regions jobs centered around S.T.E.M., and some of the nations leading medicine schools and hospitals, Baltimore is extremely familiar with medicinal benefits and the city, as a whole, has experienced it’s healing qualities on more than one occasion.
go
od
frie
nd
s
5
From the American Revolution to Freddie Gray, Baltimore has exemplified it’s survivor instincts and the unique ability the the community possesses to revive & restore.
NOTION: an inclination; a natural tendency, a disposition of mind, an individual’s conception or impression of something known, experienced, or imagined: an inclusive general concept: a theory or belief held by a person or group.
DESCRIBED IN TERMS OF SCOPE AND CONTENT.
BALT IMORE CONSTANT STATE OF TURMOIL
As German immigrants, the Gunther’s endured a battle of their own to survive & thrive within a dangerous & unkown period.
RES-URGENTLY & NOBLY THEY CREATED THE PRESENTATION THEY ENVIS IONED.
Referencing the trust companies that funded and supported the industrial manufacturing and production, the unions, and ultimately blue-collar lifestyle in Baltimore during the 1920’s.
The foundation of any relationship is trust, which secures a sense of safe keeping, reliability, and integrity. Baltimore has had a blurred view when it comes to authority and trust. Blending both past and present experiences, the xxx echoes the constant struggle of seeking trust and trusting who you seek.
The Gunther property & site is a part of Maryland’s historical trust, emphasizing the preserved, protected, qualities
GUNTHER’S REVIVAL
GUNTHER’S NOTION
T R U S T C O .GUNTHER’S
Preceding the hard work of his father George Gunther Jr. had the entrepreneurial notion & innovative spirit to go for it & set out to establish respect & appreciation for the craft of German Beer.
With 1/4 of the regions jobs centered around S.T.E.M., and some of the nations leading medicine schools and hospitals, Baltimore is extremely familiar with medicinal benefits and the city, as a whole, has experienced it’s healing qualities on more than one occasion.
me
et
he
re .
. .
THE REVIVAL & RESTORATION
THE NOBLE EXPERIMENT
BREWERS HILL | BALTIMORE, MD
PROPERTY OF SASHA LYNNE WEST DESIGN LLC. 2015GUNTHER’S BRANDING