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.

Logo concept
closeup of label
Spirit Of Discovery label copy. Click to zoom
spirit of discovery bottle
Beer concept