Design Brief
For this project, we were tasked with creating a brand and event of our choosing. I decided to develop a brand and event centered around wine, its rich traditions, and the impact of climate change on its production. My goal was to make the event both educational and celebratory of wine. I named the brand "Dry" to reflect a dual meaning: in wine terminology, "dry" refers to a wine's lack of sweetness, but I also wanted it to symbolize how climate change is making the earth drier. In addition to creating the brand, we were required to design a guidebook for the event, as well as use 3-D modeling software to create promotional banners and an event feature. We were to also keep in mind human scale and adjust our structures accordingly. I chose to design a wine bar as part of the event experience.
Research
I researched a variety of successful logos, as well as pop-up and permanent events and venues, to gather inspiration that reflected the concept of the bar I envisioned.
Sketches
For my sketches, I chose to think of various elements of wine and different shapes associated with wine. Another way I created sketches was using word association and collecting words I could use to create various ideas for a wine logo. From my evolution of the logo and brand, I also sketched ways my brand could be cohesive in my guidebook, kiosks, and event environment.
Logo
Guidebook
Kiosk/Event Environment
Digital Iterations
Through my digital iterations, I was able to create a logo I felt represented the brand. I also did many iterations of my guidebook and event environment to ensure the brand was cohesive and could be displayed in a physical space.
Logo
Chosen Direction
Guidebook
Kiosk/Event Environment
Typography
I selected the Krok typeface because it was used to create my final logo, and paired it with other fonts that could be used interchangeably. I found Krok intriguing because it aligns with my brand's message of preserving tradition, like wine, while also embracing a forward-thinking approach to change. I felt Krok perfectly embodied this futuristic perspective.
Color Palette
I chose various tones of pink's and purple's to align with my brand as wine grapes can vary in color, but are commonly a deep purple. I also chose pink to symbolize a common pink wine known as Rosé.
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Materials
I chose to use materials that would compliment my colors like dark wood and also wanted various soft fabrics to give that cozy feeling.
Iconography & Patterns
I created various icons based off of my logo and used similar shapes to create wine glasses, a bottle opener, and grapes seen in the brand logo. I also created various patterns with these icons as well.
Logo
Guidebook
Final Designs and Environment
I chose these final designs because I felt the truly emulated the various ideas I was trying to convey with my brand and event. I chose to adjust the original typeface of my logo and create more pointed ends and also help to show the idea of a hanging vine with grapes on the end, the three dots in the middle of the logo. My guidebook I chose to explore typography more and integrate various messages associated with the brand. Lastly, for my event environment I wanted to create a moody bar that encompassed my brand colors and patterns.
Banner Flats and Elevations
Kiosk/Event Environment
