The Excelsior Pub is a classy dive bar (yes, really) in Albany, New York. It’s known for stocking only beers and liquor from New York State, and it’s racked up quite a collection. With 16 rotating New York beers on tap, and over 60 bottles of liquor made in-state, it’s a laid-back destination for people who appreciate the local stuff.

Since the bar is a family-run small business, branding wasn’t an investment the owners could to make until they had been open for a couple of years. The brand identity reflects the character of the bar. Wood accents nod to the rich reclaimed wood bar salvaged from Sharon Springs, NY. The color palette borrows from the Hudson River and common beer colorings.