bierkraft

Bierkraft

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.

Ariel Cotton Visual Identity Design Bierkraft

Photo taken from Itinerant Foodies

Ariel Cotton Visual Identity Design Bierkraft

Photo taken from Yelp

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.

Ariel Cotton Visual Identity Design BierkraftAriel Cotton Visual Identity Design Bierkraft

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.

Ariel Cotton Visual Identity Design Bierkraft

Ariel Cotton Visual Identity Design Bierkraft

Ariel Cotton Visual Identity Design Bierkraft

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!

Ariel Cotton Visual Identity Design Bierkraft

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.

Ariel Cotton Visual Identity Design Bierkraft

Ariel Cotton Visual Identity Design Bierkraft

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.

Ariel Cotton Visual Identity Design BierkraftAriel Cotton Visual Identity Design Bierkraft

I included lots of extras—a t-shirt, a mug, a sandwich wrapper, and even some posters!

Ariel Cotton Visual Identity Design Bierkraft

Ariel Cotton Visual Identity Design Bierkraft

Ariel Cotton Visual Identity Design Bierkraft



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