Project Description

Case Study: Wild Ascent Brewing Co.

identity design, print collateral design, packaging design, website design

Carlee Dorsey logo design for Wild Ascent Brewing Co.

Wild Ascent Brewing Co. is a conceptual craft brewery based in the small ski town of Kimberley, British Columbia. The brewery was opened by three individuals who saw a need in the community for a place to hang out and relax over a great drink after a day of adventure. The opening was the owners’ combined long-time dream – their own wild ascent.

Brand goal: develop a brand that celebrates adventure and risk-taking. A brand experience that feels laid-back and fun, and that promotes community.

Kimberley has an abundance of young and adventurous families, and this is who the brewery targets. Both children and dogs are allowed under supervision to help promote and strengthen community bonds. The funky setting is inside an industrial building sharing the same room with the brewing equipment. The decor features an assortment of vintage furniture, bright framed artwork, patio lights and coloured pool noodles encasing all brewing piping. Their mission is to promote and celebrate community, adventure and an appreciation of great beer.

PROCESS

Graphic design visual inspiration board for Wild Ascent Brewing Co. project

The artistic direction of this project is colourful, bold and funky. Some illustrative and photographic elements are present, combined with a playful use of type overlaying the images.

Keywords: community, adventure, lifestyle and the outdoors.

A goal with this project was to follow a one-concept approach, portraying myself as the expert in regards to the creative direction of the project. This was accomplished after extensive research into the target audience, competition, and location, and required a deep dive into the meaning behind the designs. Therefore only one visual inspiration board was presented and approved, followed by one identity design concept.

Meaning behind the logo design for Wild Ascent Brewing Co.
Cover art for graphic design guidelines for Wild Ascent Brewing Co.
Colour design guidelines for Wild Ascent Brewing Co.
Brand guidelines pages for Wild Ascent Brewing

END PRODUCTS

Finalized logo design for Wild Ascent Brewing
Business card design for Wild Ascent Brewing
  • Beer label design for lager
  • Label design for IPA
Menu design for beer flights
  • Beer bottle mock-up for lager
  • Beer bottle mock-up for IPA
  • Beer bottle mock-up for amber ale
  • Beer labels for craft stout

The use of boldly coloured gradients and angled overlays on the photos brings in feelings of ascent. The photos featured on the labels are provided by local residents to the Kimberley area tying in strong feelings of community and adventure. The use of playful text highlights the laid-back and funky vibe of the brewery and the passion towards community and the outdoors.

The website design portrays the values of the brewery using a combination of text, image, colour, and story. Expanding on the idea behind the beer label design, the website shows large-scale photos of each of the beer labels alongside a description from the local photographer of what inspired the photo. Bold colours and funky elements bring out the overall vibe of the brewery, so that viewers are enticed to check out the brewery in addition to buying the beer.