Creative Direction by Christopher DelCollo of AWP
Our clients, Bill and Corey, are passionate about good beer. Designing custom tap systems that ensure a quality product served up the way each brewery intended is a dream job for them. They came to AWP in need of a modern, yet rustic brand identity. Chris and I walked them through a lean branding process that suited their needs.
Draftnauts isn’t a beer brewing company. They don’t produce any edible products. They design custom, efficient tap systems for beer and wine to flow through. Their clients are bars or restaurants looking to upgrade and save money in the long run. Our challenge was to create an identity that didn’t make them look like a brewery.
The project started with a mood board phase. Chris and I gathered imagery and shared it with Bill and Corey to make sure we were traveling down the right path. Once we were on track I began sprinting with sketches. What you see above and below are roughly 10-15 hours of work taped to the wall for an internal review with the team.
Many options were considered. Each evaluated for their strengths and weaknesses.
Once the logo form was picked in black and white we moved on to finessing the vector file, adding subtle texture and selecting a red color scheme.
The final brand kit included a large rubber stamp, business card and installation service card. A solid identity to begin their new small business.