A dream project for any branding studio or freelancer is to create work for a brewery or in our case a brand system. So in the spring of 2019 we decided not to wait for such a project to come to us but to create one from scratch simply for the fun of it. Thus was born Bird Rock Brewing Co., a San Diego based brewery right in the heart of the neighborhood of Bird Rock. Below you'll find the story behind the creation of this project from early sketches, to the finished product. We hope you'll enjoy!
Unlike most of our clients, Bird Rock Brewing Co. is a client that we've created for ourselves and specifically for this project. We spent time developing a complete client profile for the brewery including a project brief. Here's a little bit of a blurb of what the brewery all about: We are a local brewery nestled in the community of Bird Rock in San Diego, Ca. Its our goal to craft our seasonal beers and hard ciders with complex flavors and aromas.
Once we crafted our client persona and the creative brief as well, we began thinking about how we were going to tackle this project. So we started off by simply jumping into sketching and figuring out how we could visualize and differentiate the Bird Rock Brewing Co. brand.
We first started thinking about imagery that's associated with beer, San Diego, birds, rocks and more. The idea that really stuck was a combination of a bird's feather and a hop—an important ingredient in brewing beer. Soon we were able to develop a series of sketches and ideas around this and it was time to start thinking about how to pair this imagery with type and other design elements.
At the same time, we were lucky enough to be apart of the Adobe Fresco Beta—a new mobile software by adobe that allows you to create in both raster and vector formats—and we used it to create vector sketches and doodles similar to what we were creating in our sketches. It was these doodles and sketches that invigorated us to move forward and move into developing the brand further.
When we started to ideate and develop the Bird Rock brand, we wanted it to be be both versatile and responsive in its nature and so we worked to create just that.
The first hurdle that we tackled was the type experience for the brand. We wanted to pair a few typefaces that both contrasted each other but could flow nicely together and express a feeling of SoCal—southern California—culture. We were lucky enough to create a pairing that did just that with a strong gothic style for "Bird Rock" and a mono-lined script typeface for "Brewing Co."
From there we developed the brand's mark further from our original sketches and added another bit of detail with a wreath of barley—another reference to brewing beer.
With making a truly responsive brand, we knew we wanted and needed to make multiple brand elements that could easily break down to smaller sizes and used in different ways. The biggest parts of this comes from the creation of type lockups and badges—lockups are similar to badge but are primarily made of typographical elements.
Finally, the last part of the branding came down to one of the most important parts of any brewery brand, the can packaging design. We decided to focus first one on can design and plan to come out with more can designs in the near future to expand upon the brand.
We decided to focus on landmarks associated with San Diego with the design and one the most iconic spots, Sunset Cliffs—a beautiful lookout spot over the Pacific Ocean near Ocean Beach. We worked in design elements from the brand and created a custom illustration representing the area.
The work that we created for this brand was a fun and educational experience for us and we were able to create a versatile and responsive brewery brand that we are proud of and hope to continue exploring and evolving the brand. As we mentioned above, this project is something that we plan to keep working on and developing further in the coming future.