Branding and Identity Design
Packaging Design
Marketing Communications Design
Product Design
Illustration
Challenge
This project was led by John Belisle from Graphic Design for Marketing: Packaging Design and Matt Heximer from Marketing Communications Design 2, bringing together expertise from two disciplines to create a unique and impactful brand experience.
In this project, students were tasked with creating a brewery brand and developing a beer series, inspired by the concept of NüName Brewing Co-op. Just like NüName, the envisioned brewery, Shangri-La Brews, aims to establish itself as a cooperative space in Vancouver, BC, fostering a democratic community where brewers and consumers unite to explore, create, and savor high-quality craft beers.
Shangri La Brews
Your Escape In Every Sip
Shangri La Brews embarked on a collaborative journey to celebrate the rich cultural heritage of Chinatown through a distinctive beer series - the Eastern Legends Selection. Highlighting the stories of Joy Kogawa, Vivian Jung, and Adrienne Clarkson, this project aims to captivate the hearts and minds of beer enthusiasts while honoring the legacies of our cultural icons.
Crafting The Identity
I drew inspiration from the intricate designs found on Chinese porcelain vases and ancient artworks to craft a pattern style illustration that embodies the essence of our brand. Each stroke reflects the rich heritage and timeless beauty of Chinese artistry, infusing our packaging with cultural richness and elegance.
While Concept 1 initially intrigued with its intricate details (as per feedback) I ultimately decided against it due to its complexity, which risked overwhelming the audience. Instead, Concept 2 emerged as the frontrunner, embodying a refined simplicity that elegantly honors Asian culture and heritage.
Visual Identity Design
The brand's visual identity serves as the cornerstone of the storytelling journey. With a carefully curated logo, color palette, and typography, the aim was to evoke a sense of tradition, authenticity, and creativity. Inspired by the cultural richness of the heritage, each visual element was thoughtfully designed to resonate with the target audience and reflect the essence of Shangri La Brews' mission. From growlers to coasters and t-shirts, the mock-ups showcase the seamless integration of the visual identity into various touchpoints, ensuring a cohesive brand experience.
Marketing Materials
Eastern Legends Selection
Beer Series Teaser Campaign
Eastern Legends Selection, in collaboration with Chinatown Storytelling Centre, aims to captivate beer enthusiasts and ignite their curiosity about Shangri-La Brews' upcoming offerings. Through dynamic motion content shared on Instagram and Facebook, viewers were treated to tantalizing glimpses of the brewing process, the unique flavors of each beer, and the inspiring stories of Joy Kogawa, Vivian Jung, and Adrienne Clarkson. With visually stunning graphics and evocative captions, the campaign sparked intrigue and anticipation, setting the stage for an eagerly awaited launch event.
Social Media Teasers
Facebook Posts
The task here was to reveal the stories and flavors behind each brew, capturing attention on Instagram and Facebook. These posts are designed for everyone to enjoy, introducing our unique themes and the people who inspired them. Whether you're on Instagram or Facebook, there's something special waiting for you with Shangri-La Brews!
Instagram Posts
Beer Pop-Up Room & Packaging
Beer Labels
The packaging design of the beer series serves as a canvas for storytelling, encapsulating the essence of each brew and the individuals who inspired them. Drawing inspiration from the literary works of Joy Kogawa, the pioneering spirit of Vivian Jung, and the leadership of Adrienne Clarkson, every label and bottle design is a work of art that celebrates the resilience, leadership, and literary prowess of our cultural icons. Through intricate details, vibrant colors, and symbolic imagery, the packaging designs stand out on the shelves, inviting consumers to delve deeper into the brand's narrative.
Promotional Posters
Packaging & Pop-Up Room
In the final part of the project, I meticulously crafted an engaging space that seamlessly integrates our branding, posters, beer carriers, and more, offering a holistic experience of Shangri-La Brews. From the moment you enter, you're immersed in the essence of our brand, blending tradition with innovation and celebrating the legacies of Joy Kogawa, Vivian Jung, and Adrienne Clarkson.
Impact
In conclusion, the design work for Shangri La Brews embodies a commitment to craftsmanship, creativity, and cultural celebration. By seamlessly blending visual storytelling with exceptional brewing, a brand experience has been created that resonates with the target audience and honors the legacies of cultural heroes. As the journey of discovery and innovation continues, there is confidence that the design work will contribute to the success of Shangri La Brews, forging meaningful connections with consumers and leaving a lasting impression in the craft beer landscape.
