Another awesome brand study by the Polish designer Lukasz Ruszel. This time is an indie beer visual identity where you can see all the steps of the process, from goal to final result. Enjoy!
For more from Lukasz Ruszel visit behance.net/midgar.
Creating visual identity for a new brand of indie beer called Trzech Kumpli (meaning “three three friends” in Polish).
We have started out with a few ideas for the brand’s symbolism:
- Three buddies having a beer together.
- Depicting Svetovid – a four-headed, Slavic God of war, fertility and abundance.
- Client was a big fan of Art Deco style, so we needed to try it out as well.
First concept is a simple geometric representation of three friends sitting at a table, having a beer.
Second idea refers to Svetovid, the four-headed deity.
The last one is a more radical and experimental solution, inspired by alchemical symbolism (the first shape stands for the creation of the Philosopher’s Stone). At this point different beer styles were supposed to have names of chemical elements, so I thought it might be an interesting approach.
The first proposal has ben selected for further exploration, due to its simplicity and clear representation of the company name.
My client rightly pointed out that the initial draft was a little too heavy, and the surface of the beer is too dark for the first (and most important) brew of the company’s light beverage. While working on these elements, I have also come up with the idea of encapsulation the whole logo with a cap-like shape, that would clearly suggest some king of beverage (hopefully, beer for the target audience).
At this point lettering was far from satisfactory – glyphs were just placed on a curve, not following it, and they were not “open” enough for optimal readability at small sizes.
Comparison of the logo-cap before and after changes to the lettering: