Packaging, Branding and Identity, Layouts
Programs Used: Adobe Illustrator, Adobe Photoshop
OVerview
Tradewood Brewing Co. is a village-based, independently run brewery that emphasizes community and quality. They use fresh, organic fruits and vegetables from local fields to create bold and unique ciders and brews. Known for its eye-catching visuals, Tradewood welcomes both locals and tourists alike, offering a taste of their vibrant community spirit through their
innovative beverages.
innovative beverages.
Logo Design
Primary
Secondary
As I came up with the concept for the company, I knew the logo had to have an organic, hand-drawn feel due to the nature of the products that Tradewood offers. I started by making quick sketches on paper, testing out different ideas and imagery, before deciding on a wordmark consisting of bold and rounded letters yet still having a rough-like quality to it as if carved from wood, connecting to the name of the company. This hand-drawn logo adds a personal feel and rustic charm while remaining versatile and able to be used in different scenarios.
Colours and Typography
Fruity and Vegetable Tones: The colours used for the illustrations of carrots, apples, beets, and wheat stalks are based on their actual shades. For example, the rich orange of the carrot, the deep red of the beet.
For the typography, I opted for Proxima Nova Bold and Regular. This choice was driven by the need for a modern, clean typeface that would ensure readability while complementing the hand-drawn illustrations. The balance between legibility and design consistency is crucial for both printed and digital media, and Proxima Nova fits this requirement perfectly.
cAN LABEl Design
Classic Carrot
Bold Beet
Ample Apple
Duke of Tradewood
Tradewood Brewing Co. aims to convey boldness, uniqueness, and eccentricity through four distinct flavours, each inspired by the village's main product. The labels are designed to be eye-catching, using vibrant colours and bold designs to make the mundane concept of farming interesting.
For the labels, I chose a neutral white colour for the background to put more importance to the illustrations. Additionally, it creates a good contrast with the bright main-flavour colour banners in the upper and lower part of the cans, especially with the text.
Inside the main design elements on the label, I decided to cut out silhouettes of buildings and trees, signifying that the local village aspect of the company is always at the heart of their design identity. All the illustrations are also laid out strategically to be slightly covered by the bottom banner section which makes the design elements look like they’re growing out of the ground, which visualizes the village-grown aspect of their produce.
Box Design
For the box design, I wanted to create something that would immediately catch the eye on store shelves. I decided to use a single, vibrant colour for each flavour, making each box stand out and reflect its unique taste. To keep things fresh and modern, I kept the layout simple and clean, focusing on white space to give it a polished, artisanal look. The design elements are colour-matched to the box’s main hue, creating a harmonious and visually appealing package. This ensures that the packaging feels as special and distinctive as the cans inside.
Classic Carrot Box Mockup
Design Elements
The illustrated designs of the carrot, apple, beet, and wheat stalk highlight the unique ingredients in the ciders but also reflect the local, artisanal craftsmanship feel I want, by blending hand-drawn elements with vibrant colours and natural motifs.
Made from geometric angles and cuts, the designs are made to be reminiscent of being carved from wood just like the main logo, creating a sense of connection. This also is important for design consistency and recognizability.
I chose these colours for the main design elements because I wanted something bright and playful yet recognizable. The colours used are based on the colours found in their real life counterparts in order to create a sense of familiarity and make it easier to recognize what the illustration is supposed to represent. For every element, I used a mix of tints and shades of their main colour to blend in the fruit and vegetable stems, further emphasizing the playfulness of the design and putting more importance on the silhouettes.
Poster ads
Creating ads and social media content was a fun and dynamic part of the project. I enjoyed the creative freedom of designing visuals that would engage and connect with Tradewood’s audience.
In Photoshop, I created a composite image of the cans growing in the dirt which highlights the freshness and local aspect of the ingredients. I kept the layout clean and simple which aligns with the can and box design.
Social Media Ads
The five variations of social media ads were designed to promote the brand’s unique characteristics and connect with a broader audience, reinforcing Tradewood’s vibrant community spirit.
Reflection
Working on Tradewood Brewing Co.’s brand identity has been an enriching experience. The project allowed me to explore creative ways to integrate local and organic elements into a cohesive and visually engaging design. The final result is a brand identity that not only captures the essence of Tradewood Brewing Co.’s community spirit but also stands out in the competitive world of craft beverages.
Business Card
Merch
Coasters
Baseball Cap
