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.

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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.

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WETDRY

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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.

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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.”

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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

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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.

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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.

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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.

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THE REVIVAL & RESTORATION

THE NOBLE EXPERIMENT

BREWERS HILL | BALTIMORE, MD

PROPERTY OF SASHA LYNNE WEST DESIGN LLC. 2015GUNTHER’S BRANDING