Patagonia Provisions partnered with Hopworks Urban Brewery to create Long Root Ale, using all organic ingredients and marking the first beer made with Kernza®, a soil-regenerating perennial grain. Patagonia approached Hype Type Studio to create the brand identity, visual language, and packaging design for their craft beers. The new brand features the iconic Patagonia color palette alongside the ‘Fitzroy’ mountain logo, which wraps seamlessly around the individual cans and packaging.