CRAFTHAVEN BREWS

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Branding and packaging

CraftHaven Brews is an innovative and authentic brewery located in the vibrant heart of Asheville, North Carolina, USA.

They are committed to crafting exceptional beers that bring joy and laughter to their customers. CraftHaven Brews offers a diverse lineup of beers, ranging from the crisp and refreshing Wheat Harmony to the rich and indulgent Roastmaster Stout and the exclusive Barrel Aged Euphoria.

The project aims to create a dynamic and cohesive brand identity that reflects the brewery's values and diverse beer offerings. The focus is on conveying innovation, authenticity, and the joy of craft beer.

The visual elements should embody the brand values and target the right audience: craft beer enthusiasts who value authenticity, quality ingredients, and a sense of community.

The brand identity includes logos, color palettes, fonts, symbols, labels, merchandise, and social media posts.

Logo: the objective was to design a logo that could represent a haven for beer enthusiasts and, at the same time, capture the essence of the North Carolina mountains. The font was selected for its modern and high-quality appearance, which adds a premium feel to the alcohol brand. The font was slightly modified to enhance its legibility.

Primary logo: it is used all the time in print and digital with primary colors of the color palette.

Secondary logo: it is used when the logo has to be super small like for social networks profile pics.

Color palette: the idea was to have beer-related hues like amber, deep brown, and gold. These earthy tones would bring warmth, coziness, and a close-to-nature brand. These earthy tones were intended to create a warm, cozy, and nature-inspired brand.

Green Craft

Beige Craft

Black Craft

Blue Craft

Brown Craft

Yellow Craft

Red Craft

The logo's color changes based on the type of beer it represents.

Primary font: Gabriella is used for titles and to highlight quotes. Its bold and futuristic appearance was chosen to emphasize the modernity of the brand.

Secondary font: Rufina is used for both print and digital and provides a sophisticated look that contrasts with the primary font, giving the brand a chic and premium feel.

Illustration elements: These elements were designed to define the style of each beer and showcase its contents.

Illustration elements: the illustrations of malt and pine on each label represent the main element of beer and the mountains around Asheville, while the other elements suggest the ingredients and flavor within the beer.

Labels: Each product label features a unique symbol and other illustrations represented in a checkerboard-style design, along with information about the brand and the product itself. The aim is to create a fun and distinctive label consistent across all products, ensuring easy store recognition.

Merch: CraftHaven Brews is currently selling its merchandise as a way to enhance its brand recognition and influence.