HIGHLANDS BREWING CO.
Highlands Brewing Company is a new and upcoming conceptual brewery spot located in Highlands, North Carolina which resides within the Blue Ridge Mountains. They are hoping to be the hottest new attraction in town as they create and customize their own beers that are sourced from the local area.
GOALS
Highlands, North Carolina is nestled in the Blue Ridge Mountains of North Carolina. With Highlands being a popular tourist attraction for middle-aged to elderly adults, the brewing company of Highlands is looking to appeal to the younger generations and draw in a new crowd to the town with the brewery. They want to ensure that there is something for every adult to enjoy about the small quaint town that is so beloved, and they feel that a hotspot of a brewery that crafts its own beer would be a great addition to attract new tourists to the area and new customers to the brewery.
TARGET DEMOGRAPHIC
•Millennials and Gen Z (ages 21-40)
•Interested in trying new, unique craft beers
•Value experiences and ambiance as much as the beer itself
•Willing to pay more for quality and ethically-made products
•Uses digital and social media heavily for information and recommendations
•Interested in trying new, unique craft beers
•Value experiences and ambiance as much as the beer itself
•Willing to pay more for quality and ethically-made products
•Uses digital and social media heavily for information and recommendations
ROLES
Logo Design
Brand Design
Packaging Design
Social Media Design
Print Design
LOGO DESIGN
When designing the logo for Highlands Brewing Company, I researched similar companies such as wineries and breweries within the Blue Ridge Mountain for inspiration as I wanted the company logo to have that Appalachian/Blue Ridge Mountain feeling. I wanted to create the atmosphere that when you drink the beer, you think of the mountains and that was my main focus when executing this particular logo. I went through various concepts before landing on a logo that I felt I could not only incorporate as the main logo but also include as a staple point within the packaging of the beer cans, and that is what brought me to the finalized logo concept of the text peaking out of the circle to highlight the name more.
LOGO CONCEPTS
FINALIZED LOGO DESIGN
COLOR PALETTE AND FONT PAIRING
For the color palette, I wanted to encapture a cohesive color palette that represented what the Blue Ridge Mountains and the nearby Smoky Ridge Mountains represented. The color palette has a variation of natural colors that represent the sun, the sky, and the trees. I also wanted to incorporate the feelings of the different seasons within the logo so that it can be associated with any time of the year.
When choosing the font for the Headline, Secondary headline, and body copy, I went with Lexend for the headline as it paired very well with the logo typeface of Golden Ranger, I felt it would also make a great representation of the headline. I went with BioRhyme for my secondary headline to compliment the headline using a slab serif font to coexist with the San serif headline. Montserrat is the body copy used in circumstances such as business cards, and for special advertisement purposes, I chose the font RonySiwswadi Architect 5 to appeal to the younger audience Gen-Z and Millennials.
PACKAGING DESIGN
When designing the packaging for Highlands Brewing Company, I wanted to incorporate the logo as a staple design being the main focus point of the can itself rather than just being a slap-on-and-go type of ordeal that you see with other can designs. How I executed this was turning the logo into the giant sunray of the can while having the mountains within the original logo expand out to the rest of the can and encapsulate the entire packaging of the can. This concept ended up creating a package design that is uniquely its own and only represents the Highlands Brewing Company. The packaging design is bright, it pops out at you and it grabs your attention which is what I mainly wanted to accomplish.
ADVERTISEMENT DESIGN
(Poster, Billboard, Social Media, Business Card)
The Highlands Brewing Company advertisement designs target younger generations, Gen Z and Millennials. I used an informal, handwritten font and casual wording to appeal to this demographic and convey a relaxed atmosphere. The focus was on featuring the product itself - the beer cans were the visual centerpiece with bold, bright colors that would stand out and be memorable. Overall, the advertisements aim to promote Highlands Brewing Company as a place for younger people to kick back and enjoy themselves!
