The Modern Brewery
Branding Ideation
Problem
How can I create a brand that differs in an already saturated market?
Modern brewery is the simplified version of the heavy saturated market of the beer company. I came upon this concept by looking at different beer brands and wanting to try something different, thus the modern brewery was born.
01 Ideation
During the ideation phase, the concept wasn’t clear only the name. It came pretty quickly that we wanted something bold and vibrant without slapping on some crazy graphic to prove a point. After doing research on things like craft beer I came to a point where I felt confident in the logo.
02a Creation - The Logo
The Logo I created need to be adaptable in every situation. Breweries not only market to customers from there packaging, but also from other touchable items such as: T-shirts, coasters, pint glasses, and posters. Without these items you will not get the following you need to be suceessful.
By creating the simple icon it creates an asset that can be put on most items from small items to large. The icon, however, is used in a lot of different brewery brands. To difference myself from the mass market that is the craft beer industry I created a a word mark that is simple but pairs well with the icon.
02a Creation - Brand Guidelines
The Brand guidelines were very simple. Keep it clean and modern. I kept the typography sans-serif because sans-serif typography tends to be more modern and clean, which that portrays the brand idea well. The colors I felt had to be smart, yet packed a punch on the shelf. Scanning the shelf I wanted customers to stop and pick up my product. I accomplished that. By using similar colors to other brands but giving them tints or shades it gave them contrast on the shelf.
Alegreya Sans SC
Alegreya Sans SC Regular
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Avenir Next
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