Driving Engagement with Brand Redevelopment
Brand and Product Design // Design Concept
The Client
Black Storm Brewery is an independent craft brewery based within the North East of England. Driven by explosive growth they have developed a collaboration project called ’12 Beers in 12 months’. After recent success they want to treat ‘12 Beers in 12 Months’ as its own brand.
Design Goals
They are looking to target a younger audience with a modern/urban design. Their ideal customer is 18-35, passionate about Craft Ale and socially interactive. They want to explore similar styles to Graffiti, Tattoos, and Comic Books. The outcomes would involve designing or refining;
The current ‘12 Beers in 12 Months’ logo.
Selection of stationery matching the Branding and Can design.
Craft Ale Can design.
Commemorative 12 can box.
Design Strategy
As the sole Brand Designer and Product Designer, I focus on the solving the social interaction problem. The target audience is passionate about environmental issues so that becomes a major motif in the design. Combined with metaphors of reflection and ancient myths it creates a reflective but punkish brand design.
Outcome
The delivered outcome provides an illustration of an environmental puzzle. It engages by providing both a talking point and mental challenge to recognise all of the hidden pieces comprising the design. This qualitative engagement not only creates a new identity for the
brand but also allows expansion into other areas of social discussion.
