the Design Office of Matt Stevens - Direction + Design + Illustration

Blog

Process: Concord Brewing Co.

Sometimes almost everything can go right and things still don't work out. The client is good, the process is smooth and you're seeing creatively eye to eye, and everyone is happy with the end result. Even with all of that, unfortunately projects can die. It's hard to watch a lot of your hard work and design you are excited about not get used, but it's definitely part of the deal.

I had the pleasure to work with a great client that was working on a start up brewery in Concord NC. Unfortunately the project is on indefinite hold and most likely will not happen, but I really enjoyed working with them and was very proud of the work and wanted to share the results and some of the process.

Concord Brewing was to specialize in English Ales. The brief was to capture an appropriate look and feel considering the product, so we elected to tie in rich golds, greens and reds. Some of the ownership was also a big fan of Liverpool FC, and that became the inspiration for the bird in the final logo.

 Early studies I couldn't get to work out. I was trying to tie in the concept of a road and the Concord area's racing heritage

Early studies I couldn't get to work out. I was trying to tie in the concept of a road and the Concord area's racing heritage

 Unused concept

Unused concept

 Unused concept

Unused concept

 Unused concept

Unused concept

 Unused concept

Unused concept

 First round concepts. We focused in on the "barrel bird" to pursue as a finish

First round concepts. We focused in on the "barrel bird" to pursue as a finish

 As we refined the bird and honed in on a final, we explored multiple shield shapes

As we refined the bird and honed in on a final, we explored multiple shield shapes

 Approved primary logo

Approved primary logo

 Final Logo Family

Final Logo Family

 Apparel Studies

Apparel Studies

 Barware Studies

Barware Studies

 Tap Handle Studies

Tap Handle Studies

Thanks again to the team for bringing me on board for this project and hope you enjoyed seeing a bit of the process.

Matt StevensComment