Case Study
The Craft Collection
Branding
The Client:
The Craft Collection is a dynamic bottle shop located in North Carolina, offering a curated selection of craft beers from local and out-of-state breweries. With a mission to promote the appreciate of craft beers through tastings, purchases, and on-site drinking, The Craft Collection aims to become a haven for beer enthusiasts ages 25 to 40.
The Problem:
The Craft Collection sought branding from the designer including logo design, as well as promotional materials in order to increase brand awareness, draft menus, business cards, and takeaway cups all with the goal to serve as effective marketing tools to promote the business during delivery routes and encourage visits to the business.
When it comes to the ideation phase, I attempt to explore any and every possible relationship, some of it is with mapping, but often time just drawing what comes to mind. Simplistic line art? Shapes within letters? Nothing during this phase is “wrong,” it’s just a chance to see what resonates with myself and the client.
Ideation
Through time, and often at least 100 to 200 thumbnails, ideas are combined, new creative solutions are explored, and refined sketches and digital drafts of the logo are sent to the client.
Logo Design
The final logo design features type with a beer tap icon in place of the “I” along with deep rich colors not only associated with the warm inviting environment of the business, but also the colors that one may often associate with beer. Emphasis was brought to “Collection” as the brand offers a wide and carefully selected inventory for their patrons.
Final Designs
Design solutions included materials such as a vehicle wrap for mobile advertisement, printed menu, business card, and table displays for seasonal specials. Much of this project heavily used Adobe InDesign to maintain consistency in type styles, with Photoshop and Illustrator utilized for logo creation and photo editing processes for pieces such as the trifold.
The brand’s logo being offered both in color, as well as black and white, opened up possibilities to utilize it on a variety of different printed media as well as potential digital content. Through the use of color, the brand’s warm, casual, and inviting atmosphere is extended into its leave behinds and advertisement materials, all with the hopes that patrons will find themselves immersed in the world of The Craft Collection.
