Looking Glass Brewing Company is a brewery located in Dewitt, Michigan.

The owners purchased and an old church in downtown Dewitt with the intention of taking their home brewing setup, and turning it into a full fledged brewery. They aim to create a family friendly establishment that produces high quality beer, mead, and cider.

Many ideas for the logo were worked through. From the different wood work inside to the the stained glass in the window. There were explorations that considered using the Looking Glass river that runs through Dewitt, as well as different symbols associated with Dewitt. There was even some concept exploration with characters from Through the Looking Glass by Lewis Carroll.

Ultimately, the concept of representing the unique building as part of the logo turned out to be the best solution.