Deliverables: Logo Update | Identity System Design | Brand Guide |
Typography Selection | Color Selection | Packaging Design | Asset Design
Todd Blume, owner of Paducah Beer Werks, came to us for help with his branding. Paducah Beer Werks is focused on creating unique and balanced beers. The brewpub is known for exceptional food and live original music. He liked his icon, but had some usability issues and a lack of brand standards. There was one main font and no specific color or usage guides. We refreshed the icon to make it more usable, created a full logo, chose new fonts, and created a full brand guide.
For the color palette, Todd pointed to industrial and steampunk for inspiration. The brewpub is in a converted greyhound station, so we took inspiration from the interior as well. We started with a red and blue found in the station. We then took colors typical of the victorian era and softened and modernized them. We chose seven complimentary colors to provide plenty of variety for future beer labels.
We chose Allerta Stencil as the primary font for the logo. The previous font was a stencil style. Todd wanted a cleaner version without a complete change. We chose two supplementary fonts, Special Elite and Josefin Slab. Special Elite was chosen to add some edginess to the brand. Josefin Slab was chosen to bring in some of the victorian/steampunk feel. The body font was kept simple by using open sans.