Steve Hindy and Tom Potter, the originators of Brooklyn Beer, came looking for an identity over 30 years ago. They wanted the name Brooklyn Eagle, to which Milton replied, "Why sell a bird when you've got the whole borough?". Brooklyn became the name and identity and the company has had an extraordinary sales history since then. It has also encouraged the borough of Brooklyn to become the most active artisanal beer producing area in the entire country. The studio has done all advertising, promotional material and packaging through early 2017.