The Fermented Moose

The Challenge 

I designed a brand identity for a UBrew that opened in 2020 in my hometown, Whitecourt, Alberta. The client needed a logo along with its variations, a business card, a punch card, and a social distancing marker. She wanted to base the logo off of a painting she had made that shows a moose walking away into the mountains with the northern lights above. The tone she wanted to create was a fun and educational experience and she wanted the brand to feel contemporary. Going through the process of learning to brew beer, wine or cider should be enjoyable. The client wanted to incorporate turquoise into the design and wanted the logo to be illustrated but not too cartoonish. 

The Approach 

With this design, I was able to illustrate a few moose and a fun graphic for the back of the business card. The client asked for turquoise to be present in the logo and I paired it with a bright yellow to add the feeling she wanted of joy and excitement. I adapted her painting into a logo by simplifying the image. I chose to focus on the mountains and the moose only.

What I Did

I illustrated the moose and the mountains in Procreate. I chose to separate the two elements with a tilted square framing the landscape and the moose walking towards it to create movement and depth in the logo. I used a sans serif and the brand colours, yellow and turquoise, to make the identity feel modern. I designed two business cards. One had a graphic one the back of a beer and wine glass clinking and the other had six tiny moose heads that acted like a punch card.