TH E BOOTL E G TAL E OF:
P ROHI BI T I O N | B A LT I MO R E | B E E R | B R A N D
GUNTHER’S GRAND REVIVAL SINCE EIGHTEEN FOURTY-SIX
BALTIMORE RESTAURANT
BRANDING + LOGO DEVELOPMENT
AUGUST 2015
GUNTHER
GASTRO-NAUT
GRANDAD
GET TO KNOW ME GUIDE
G E O RG E G UNTHE R SR.
THE GEORGE
BREWMASTER 1846
TO
1912
GEORGE GUNTHER SR.
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. T H E J A C O B B A N H A R D M A N S ION 2102 E . B A L T I M O R E S T . BUTCHERS HILL
Raising a family in East Baltimore, the Gunther’s operated a tavern from the first floor of their home.
BREWMASTER SON 1876
TO
1943
GEORGE GUNTHER JR.
MEET GEORGE
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.
GASTRO-GRANDAD 1923
TO
1980
GEORGE TRICE
Chef Jerry’s grandfather + mentor who ultimately inspired his successful career in the culinary arts.
GUNTHER BREWING CO.
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The people who may have wanted to regulate and limit the effects of alcohol, but who did not think outright prohibition was right or enforceable.
DRY
{versus}
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.”
MOIST
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 strongminded and moral people.
WET
THE DIVIDE
AMERICA’S NATIONAL CURSE !
1920 EIGHTEENTH AMENDMENT
PROHIBITION JANUARY S EVENTEENTH 1920
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.
BALTIMORE | BEER | BREWERIES | BASEBALL | BLUE COLLAR | OLD BAY
5
a parallel
THEN
universe.
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 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.
RESURGENCE FROM GREAT DEPRESSION FIGHTING ANTI-IMMIGRATION RACISM WORLD WAR I MEDICINAL LIQUOR BLUE COLLAR INDUSTRIAL REVOLUTION
IF IT IS NOT WORKI
NOW RESURGENCE FROM GREAT RECESSION FIGHTING ANTI-IMMIGRATION RACISM WAR IN THE MIDDLE EAST MEDICINAL MARIJUANA WORKING CLASS THE TECH EVOLUTION
ING, MAKE IT BETTER.
GUNTHER’S CONCEPT DEVELOPMENT
REVIVE RESTORATION TO USE / ACCEPTANCE / ACTIVITY OR VIGOR A RENEWED PRESENTATION / INTEREST / A TAKE ON SOMETHING OLD represented through pops of contrasting elements emphasizing spurts of change
BLEND T O F O R M A U N I F O R M M I X T U R E / C R E AT E A H A R M O N I O U S E F F E C T O R R E S U LT the combination of balanced proportions and gradual scales that emphasize the seamless unification of past + present
AMEND T O I M P R O V E U P O N / R E F O R M / A LT E R B Y F O R M A L P R O C E D U R E focus in on subtle contrasts that create defining results
ELEVATE 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 LT U R A L / INTELLECTUAL LEVEL / EL ATE using scale + line forms to represent movement + progression forwards
GUNTHER’S NOBLE EXPERIMENT
{as GBC says}
good friends
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.
GUNTHER’S MEDICINE 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. 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. PICK YOUR POISON.
GUNTHER’S AMENDMENT 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. THE FIRST 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.
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GUNTHER’S TRUST CO.
meet here . . .
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 NOTION 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. 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. DESCRIBED IN TERMS OF SCOPE AND CONTENT.
GUNTHER’S REVIVAL BALTIMORE CONSTANT STATE OF TURMOIL 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. 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 ENVISIONED.
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THE NOBLE EXPERIMENT
THE REVIVAL & RESTORATION BREWERS HILL | BALTIMORE, MD
PROPERTY OF SASHA LYNNE WEST DESIGN LLC.
GUNTHER’S BRANDING
2015