Overview
Established in 2015, Mythic Mead is Idaho’s first designated meadery—a veteran-owned craft business based in Garden City. In 2020, stewardship passed to new owners. The change in ownership created an opportunity to give the business a stronger identity—one that could honor its history, reflect the character of mead, and invite more people into its world.
Working with JTM Studio, the goal was to reimagine Mythic Mead through the lens of Norse mythology without relying on familiar Viking clichés. The new identity needed to feel handcrafted, adventurous, and credible while remaining flexible enough for bottle labels, taproom signage, merchandise, events, and digital content.
The result is a bold, story-driven brand centered on Ratatoskr, the quick-witted messenger of Yggdrasil. Rooted in mythology but designed for a modern audience, the identity gives Mythic Mead a memorable visual language built to grow alongside its tasting room, expanding portfolio, and community.
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Mythic Mead was entering a new chapter under new ownership, but its identity needed to communicate that evolution without losing the history and recognition the business had established since 2015. The challenge was to create a distinctive presence within the crowded craft beverage market while making mead feel approachable to longtime enthusiasts and first-time drinkers alike.
The system also needed enough flexibility to unite traditional recipes, barrel-aged offerings, and playful limited releases under one recognizable brand.
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JTM Studio developed a Norse-inspired identity that transformed Mythic Mead into a cohesive story world. Ratatoskr—the mythic squirrel who carries messages along the World Tree—became the central brand character, bringing movement, mischief, and personality to the logo.
A dark, earthy visual palette, rune-inspired details, strong typography, and flexible supporting elements were developed to carry the identity across packaging, signage, merchandise, social media, and the tasting-room experience. The system allows individual meads—from Freja’s Kiss and Baldur’s Bochet to imaginative SideQuest releases—to tell their own stories while remaining unmistakably part of Mythic Mead.
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The rebrand gave Mythic Mead a distinctive platform for its next era. It brings the company’s veteran-owned roots, Norse mythology, and playful maker culture together within one recognizable system—helping the brand stand apart while welcoming people who may be discovering mead for the first time.
As Mythic Mead has grown into a Garden City tasting destination and expanded its distribution beyond Idaho, the identity provides the consistency, flexibility, and depth needed to support that growth. More than a new look, it gives the company a world customers can recognize, remember, and return to.
Usage examples were created by other entities.