Founder Paul Philippon is a former philosophy student who named the company after a well-known ambiguous image that can be seen as either feathered fowl or leaping leporid. A version of the image serves as the brewer's logo.
Philippon says viewers see the image differently depending on their perspective. He tells Townsend:
If you see a duck, it means you're thirsty. And if you see a rabbit, it means you haven't had enough beer.