Date: fall 2012
Categories: identity & branding, illustration, packaging design, logo design, poster design, apparel design, product design
Tools: Adobe Illustrator, Adobe Photoshop, hand drawings with ink pen
I redesigned the visual identity for Bierkraft, a craft beer and gourmet sandwich shop in Brooklyn. Unfortunately, they closed in the last year.
Bierkraft was a shop with lots of down-to-earth, idiosyncratic mom-and-pop charm. Their hand-drawn chalk signs, beer posters and brick walls all came together in a zany way. While designing their identity, I tried to exude these qualities as best as possible. Part of how I did so was by including as many hand-drawn, illustrative elements as possible.
I designed two logo versions. The left one is the default, and the right one was meant to be used on darker backgrounds. I based the logo typography off of the hand-drawn calligraphy I had seen on their chalkboards.
The stationery included business cards, envelopes and a letterhead. I experimented with several variations of business cards, showcasing a different illustration on each one. In addition to being renowned for their craft beer selection, Bierkraft stocked an array of gourmet cheeses, meats, ice cream, and even pickled eggs!
I captured Bierkraft’s playfulness in many different ways, such as this menu, where the different sandwich ingredients are placed in between actual sandwich layers.
Bierkraft was never very consistent in their visual style, which added to their quirky charm. Part of the challenge of this project for me was to codify and systemize that appeal without making it lose its spontaneity. As such, I used several different illustration styles in the project.
I included lots of extras—a t-shirt, a mug, a sandwich wrapper, and even some posters!