The goal of the project was to discover the brand for legendary beer works and to craft an identity that articulates the values of the company. Through extensive market research, I’ve found that the values the target consumers relate with most are community, adventure. A sense of Community is strongly valued, as customers gather with close friends and new acquaintances while drinking legendary beer. Adventure is also important to valued customers, as they love to regale their friends with their own legendary tales while enjoying a Molly Pitcher Porter.

A mark that tells a story, the new Legendary Beer Works logo features a sturdy slab serif, which is allusive to the quality of the beer that legendary brews. Within the mark lie a key and a keyhole, which represent the unlocking of your next great adventure, made possible with a Legendary beer.

As the bottles themselves will be one of the first touchpoints a person will have with the brand, they needed to exemplify the brand. The concept of adventure came heavily into play when designing the beer bottles’ labels. When you first think about a legend, you likely consider the traditional stories and fables many of us heard as a child. You gazed at the intricate pictures in your storybook, and you felt like you were a part of the story. I wanted to capture this feeling not only through the intricate design of the labels but also through interactivity. All of the Legendary labels work with Augmented Reality, which will allow the character to come alive and tell you their own legends.