The concept of a bold youthful craft brewery that embraces the local flavors of the Algoma Region, and more specifically St. Joseph Island, in order to attract younger tourists. The brand idea is that “Joe’s” is a hot spot on the island. The name flows very easily off the tongue, and can very easily become part of ones lingo. It still encompasses the feeling of the homely St. Joseph Island, embracing what surrounding locals refer to as “St. Joe’s”. The ascetic takes a more fun, exciting, and colorful approach. It is meant to take the Island and shake it up a bit. Giving it a little extra flavor and burst of energy in order to gain some attention. The brews currently consist of five flavors: Mad Maple, Bashful Blueberry, Raging Rhubarb, Crabby Apple, and Envious Elderflower. Each flavor is accompanied by a specific background color, texture, and then is topped with a pair of expressive eyes. Each background consists of an illustration of the fruit or berry.