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Old 02-23-2007, 04:59 AM   #1
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Default Thoughts on naming a brewery

I used to call my brewing operation the East Valley Brewery until a few years ago when I moved to the West Valley. So time to think of a new one so that I am not refering to my hobby as the brewery that dare not speak its name.

The mountain behind my home is called South Mountain. It is the world's largest municipal park containing many trails. I spend a great deal of time there. Still South Mountain isn't really a sexy name. (We have way too many common sounding geographic places here: South Mountain, North Mountain, Baseline Road, Rural Road, etc.) We even have Mesa Table Road and Picacho Peak which is Table Table road and Peak Peak when translated. How dopey is that.

I asked a local historian/author/racantour, Marshall Trimball, if there was a name prior to South Mountain. Here is his email.

Quote:
The Pima used to call it Mohatuk, which meant “greasy mountain.” The rocks looked greasy after a rain. The Pima have some wonderful creation story legends about the mountains. It’s said that after the Great Flood, Elder Brother emerged as ruler with Coyote as his assistant. Coyote was sent to the Dark Cave to free all the animals but Rabbit died and to prevent Coyote from eating him the other animals decided to burn Rabbit.
Coyote had gone to the sun to get fire but he looked back and saw smoke and realized the other animals were already burning Rabbit. They formed a tight circle around Rabbit to keep Coyote from getting to him. Coyote kept running around the circle trying to get in. He finally leapt over two smaller animals and bit out Rabbit’s heart and ran away to and across the Gila River. There he stopped and ate the heart and the grease spilled over the rocks of the mountains and its marks were left forever on the mountains.
I hope I didn’t ramble on too long but that’s one of their legends and it makes a good campfire story.
The more complete story (how the Rabbit died, etc) is here: http://www.firstpeople.us/FP-Html-Le...Bite-Pima.html

Out of respect, I won't use any of the Native American names for a brewery. I'm not very fond of Greasy Mountain.

Here's what I am thinking:
Rabbit & Coyote Brewing
Still dependent on finding the right graphic, etc.

I'm going to give it some more thought- your comments are welcome.
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Old 02-23-2007, 05:11 AM   #2
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Coyote Brewing sounds better to me. Be the dominate animal, Or maybe Rabbits Heart Brewery.

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Old 02-23-2007, 01:05 PM   #3
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Coyote Run Brewery?

Sun Fire Brewing?

Circle Run Brewing?

Burning Heart Brewery?

I dunno.....

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Old 02-23-2007, 02:49 PM   #4
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Thanks for the replies. This is really helpful writing this out and explaining the meaning. If I am going to marry one of these ideas, I need to be able to reflect on other ideas and know in my heart why I like what I like and what ideas will be incorporated into my concept.

I understand the appeal of the Coyote, but there are/were a few Coyote named brew products out here. My ego won't permit naming it something that already exists, so the Trademark has to be clean. (Hey, why kill the dream, right?) The NHL Coyotes do not have a spotless ethical record here as well.

In the SW tradition, the Coyote is known as the Trickster, however, He is always bested by the Rabbit. (Sound like a cartoon?) That's why I emphasize the Rabbit over the Coyote.

Logo wize, I'd like to stay away from the over-the-top kitschy SW images (Howling Coyote with the turquoise kerchief etc) but still have that Desert feel to it. First impressions are to have a circular logo with the Coyote chasing the Rabbit filling in the complete arc of the circle.

A burning heart and circle elements will be included with perhaps a Rattle snake pattern (the Snake killed the Rabbit- Rabbit was the first death in the New World.)

This is from the Oaxacan tradition (pretty distant from here and more in common with Central America) but it captures the playfulness and style that I am looking for (see attachment).

0399222588.01._bo2-204-203-200_pisitb-dp-500-arrow-topright-45-64_ou01_aa240_sh20_sclzzzzzzz_.jpg  
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Old 02-23-2007, 02:53 PM   #5
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Quote:
Originally Posted by sause
Or maybe Rabbits Heart Brewery.
That was exactly what popped into my head.

Hey kind of OT but related...didn't we have a thread on brewery names? For the life of me I can't find it and wanted to read it and maybe post.
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Old 02-23-2007, 03:00 PM   #6
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I'm having a helluva time coming up with a name for the brewery, as well. At first, it was "Hops on Pop," complete with a pic of my daugher with her hands in the air, mid-leap. But, I feel odd having her pic on a bottle of beer. Recently, I was thinking about using the German for "The Bird", "der vogel," but I see a couple references online to "der vogelbrau," so now I'm off that.

Local references - Berkshire Brewing Company exists (and is pretty damn good), I could do Adams Brewing Company, but there's already an ABC (Amherst) that we visit. Greylock's a good local name, but I don't care for it particularly. Anything dog-related is pretty much overdone already.

So, I'm leaning towards "Fish + Bird Brewing." Fish & Bird is a Tom Waits song that I have sung to my daughter probably six or seven hundred times. It's an odd, gorgeous song about a love between a bird and a whale. I've even found a little bit of artwork to work with:



It's hard, though. You want it to be something personal, but it also needs to have the right flow, a nice catch to it.

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Old 02-23-2007, 03:04 PM   #7
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Quote:
Originally Posted by the_bird
I'm having a helluva time coming up with a name for the brewery, as well. At first, it was "Hops on Pop," complete with a pic of my daugher with her hands in the air, mid-leap. But, I feel odd having her pic on a bottle of beer.

It's hard, though. You want it to be something personal, but it also needs to have the right flow, a nice catch to it.

Hehe, you know I used to tell my oldest "NO, YOU SHOULD NOT HOP ON POP" when she was getting to big to jump on me like that hehe. One day wham! You fill in the pieces hehe, so after that I always quoted the book. I do know what you mean though, I am extremely protective of my kids to the point that I do not put pics of them on the internet...period. I would feel just as odd with them on a bottle.
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Old 02-23-2007, 03:07 PM   #8
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I'm not that paranoid, I have pics of her up all over here.

This was the logo my wife helped me work up (and that she loves):



EDIT: Sorry for the thread-jack....

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Old 02-23-2007, 03:09 PM   #9
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Quote:
Originally Posted by the_bird
It's hard, though. You want it to be something personal, but it also needs to have the right flow, a nice catch to it.
I know what you mean. It looks as though you are proceeding down a similar path- going beyond locality or catchy concept and are looking to make it a personal investment. My advice is to do the work, talk about it with people. Thinking through it like this is very helpful.
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Old 02-23-2007, 03:13 PM   #10
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BTW: Fish and Bird has alot of possibilities and you have already begun to make it yours with the Waits reference and the connection with your daughter.

I think in years to come she will appreciate Fish and Bird over Hops on Pops. Fish and Bird has a deeper hidden meaning that will appreciate as she (and your beer) mature.

In a few years, she won't want to be associated with the little girl image.

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