Upstart Brewery
Idea
Create a concept for a beer brand and its flagship product, using brutal honesty to appeal to people’s not-so-good judgement.
Details
The brewer is a friend of mine who had taken up home brewing during lockdown. It was his first time making a beer, sourcing all the ingredients from diybeer.com.
With no guarantee that the product would taste nice, or be drinkable at all, I designed a brand that sought to turn these uncertainties into empowerment.
The logo uses the image of a paper boat to convey the essence of the brand: bold, adventurous, potentially foolhardy. In a similar vein, the name and story of ‘Spirit Of Discovery’ play on how much of human progress is built on leaps into the unknown.