The Rally Cap Brand – Help from Helms

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Jan 3, 2019

Happy New Year to all of you out there!  It’s time to turn the page on another year and get back into the swing of things, but before we do that, of course we do have one big New Year’s Resolution here at Rally Cap – and our resolution is to serve our fresh beer to the Baton Rouge community in 2019. It’s gonna be a great year!!

So where did we leave off last time?  Ah yes, the bringing the Rally Cap name to life…

When this brewery idea was nothing more than a dream, I always knew that branding would be an important part of creating a successful company.  The name, logos, colors, and other visual elements would be the first thing that our customers would experience – everyone will “see” our brand before they can taste our beer.  So, I thought a lot about what our brewery would look and feel like. I’ll be the first to admit, I’m not the most artistic person in the world. I’m much more comfortable working with statistics than I am drawing something or deciding what colors “go together”.  I knew I needed some help…

Enter the creative team at Helms Workshop, an award winning brand design studio located in Austin, TX.  Discovering Christian Helms and his team was truly kismet. As I started to do some research, I thought about the brewery that I thought had the coolest look and I really love what  Modern Times Beer in San Diego has done. I love their logo, their cans, and their overall look. So I wondered – who designed their cans? I was excited when I found out that the people who developed their packaging, Helms Workshop, was literally a few miles away from where I was living in Austin.  Seemed like a sign to me. As I learned more about their work with other breweries including Austin Beerworks, Full Steam Brewing, and Boulevard Brewing, I was sold that I wanted to work with Helms Workshop to help tell our story.

I was definitely not disappointed.  The best part of working with the folks at Helms was the collaborative nature of their design process.  They asked a whole lot of questions to make sure they understood the vision that we had for our brewery and for our brand.  We were looking for branding that was clean and simple, but would somehow make a connection to the community that we were making our home, branding that just might subtly remind you of the nostalgia you had when you first became a fan of your favorite team.  The results, in my humble opinion, are nothing short of outstanding! Christian and his crew created a number of the brand elements you’ll see as we prepare to launch our venture. Let’s take a look at some of them…

Here’s a look at our primary logo, where you can see that that we proudly acknowledge our home city of Baton Rouge.  You’ll see this logo used in a lot of different places. But we also have some other logos that we can use as well. Given that our logo could end up on a number of things – t-shirts, caps, signs, and coasters, to name a few, we also created some alternate logos.  Here are two of those logos – perfect for caps.

And a last one that we think really sums up our vision…


With logos done, it was time to create some cool merchandise items.  Ball caps, t-shirts, glasses, etc. are all headed your way before you know it.  Keep an eye out for an announcement very soon…hmmm, maybe even next week!  Also, our official website will be coming soon as well.  We’ll keep you updated as to when we will launch

A special shout out to Christian, Alana, Ben, Ryan, and the whole team at Helms Workshop.  Thanks for helping us bring Rally Cap Brewing to life!!

In the next post, we’ll get back to our construction updates – lots of progress happening there…


Play Ball!! Or Maybe Let’s Brew!!

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Nov 28, 2017

Wow, I guess this is pretty real now.  I mean, a website is pretty real, right?  Ok, this isn’t actually our “real” website.  That will be launched in mid-January or so, but it is a www, so we’ve got that going for us.  Well, in the past few months we’ve found a home, come up with a cool name (at least I think it’s a cool name), developed a “brand identity” – heck, we even have business cards!  So, yeah, the more I think about it, the more I realize…this is pretty real!

Welcome to our reality.  Welcome to my very stream of consciousness blog detailing the coming to life of my longtime dream, Rally Cap Brewing Company!

I though that the first thing I should do is introduce myself.  I’m Kevin.  I’m the Founder, CEO, El Hefe, whatever you might call it – I’m not big on titles – of Rally Cap Brewing.  If you’re still reading this, I’d love to tell you just a little bit about who I am and why Rally Cap came into being here in beautiful Baton Rouge.

I love craft beer.  I love to try new releases, old standbys, pretty much any good craft beer I can get my hands on.  When I travel, I always look for breweries to visit, and honestly, I guess I plan many of my vacations around craft beer.  I wouldn’t miss my annual trip to GABF.  And if you hang around here long enough, you’ll probably figure out my favorite breweries and biggest influences.  But, yeah, I’m one of tens (maybe hundreds) of thousands of people who can say they love craft beer.  I also love sports.  I know, I’m one of millions who can say that too. But I’ve loved sports for as long as I can remember.  Ever since I was drawing pictures of the Green Monster in Mrs. Hood’s Kindergarten class.  Ever since my dad took me to Fenway for the first time at four years old.  Some great breaks even allowed me to work in sports for many years, a very cool time for me. It’s definitely a part of me.

But the one thing I’ve always wanted to do was run my own business…

For the past seven years, I’ve had a great job, and I do mean a great job, one that I really enjoyed (at least most of the time).  I was lucky enough to be on the project team that brought the L’Auberge Casino in Baton Rouge to life, and later became the VP of Casino Operations at the casino, which was (and still is) a great place to work!  I then spent two years working for the same company running a horse race track in San Antonio.  What a wild ride that was!  But quite a rewarding one and one where I was fortunate to work with some great people.

Hmm, I realize this is getting much longer than I planned.  Time to wrap it up…

Ok then, so this summer, I decided it was time to make the toughest choice I’ve ever made.  I decided it was time to walk away from the secure life.  It was time to take a chance.  It was time to wrap all my greatest passions into one all-consuming dream.  This…is…it.  This…is…Rally Cap!

And what better place to live out this dream than in Baton Rouge?  Baton Rouge is a great sports town!  The passion of its fans is second to none, especially when it comes to the beloved LSU Tigers, and what sports fan can’t relate to that?  Also, just as importantly, I met so many great people during my four years living in Baton Rouge – I’ve lived in many places and became very proud to call Baton Rouge the place that had become my home.

So, take the journey with us as I share our experiences bringing this brewery to life.  You just never know what the next year will have in store for us.

Next time around I’ll talk about the Rally Cap “brand” and what it means to us.  Hope to talk to ya then!



Kevin Whalen

Rally Cap Brewing