CLIENT
Alternative Medicine Brewing Co.
PROJECT
Brand Identity
ROLES
Concept Development
Creative Direction
Visual Identity
OVERVIEW
Alternative Medicine Brewing Company is a craft brewery in Mount Vernon, NY which opened in 2021. In 2020 they asked us to help develop their brand identity. Their name, a tongue-in-cheek nod to cure-alls and pseudoscience through the ages, suggests a playful irreverence and plenty of humor.
To develop a visual style to align with the tone established by the name, we delved into the rich design history of patent medicine branding & advertising from the Victorian era, tarot cards from the 18th & 19th century and surreal art. The result is quirky and intriguing, using warm, vintage textures and colors with a contemporary aesthetic to create a truly distinct look.
MOOD BOARDS
VISUAL STYLE
The visual style is inspired by the rich design history of patent medicine branding & advertising, tarot cards from the 18th & 19th century, and surreal art. It is quirky and intriguing and demands further analysis and consideration from the observer. Nothing is quite as it seems.
It incorporates a sense of flamboyancy in decorative details & typography and uses large blocks of vibrant color to call attention.
COLOR AND TEXTURE
The color palette consists of bold, primary and secondary colors–used unapologetically– alongside warm, neutral tones. The palette is evocative of centuries past, but the way in which they are used is clean and contemporary.
Texture, inspired by printing processes of the past, brings depth and warmth to the style.
TYPOGRAPHY
The typography is neat and clean with a sense that there is a real person behind the text. This is achieved by using text that is imperfect, modifying fonts to add texture or softer edges and accenting with handwritten notes.
UPDATE OF CADUCEUS BRAND MARK
UPDATED CADUCEUS WITHIN BRANDING SYSTEM
To establish the illustration style, we tackled the caduceus first–a brand mark they had been using as a placeholder alongside their name. The original illustration was highly detailed and somewhat dated. We updated the illustration to be more simple, clear, and evoke the personality of the brand.
BRANDING SYSTEM
LOGO APPLICATIONS
FACEBOOK APPLICATIONS
