The Cargo Brewery visual identity was built on one main brand colour — Copper Foil. This choice was made as it expresses quality, bolstering the connotations of ‘Market Leader’, ‘Premium’, ‘Exclusive’ and ‘Innovative Brand’.
We decideed to use copper instead of the more obvious luxury metals such as gold and silver as copper is less commonly used in brew brands, thereyby creating a more distinctive and highly visible identity.
We picked the color green to complement the copper. Green is associated with peace, harmony, good luck and safety. It is also associated with progress and development. Green is also an ideology: ‘Think Green’. This colour suggests ‘Pure’, ‘Social Conscious’, ‘Environmentally friendly’ and ‘Care and attention’ which were some of our clients values. Moreover, it is the colour of freshness and youth and has no negative connotations.
The green colour is part of the primary palette, however takes a supporting role, acting as a text colour or a background. A separate colour palette of green pantones exists to use in each label of beer to enhance the identity.
To resume, the combination of both bring us a perfect equilibrium indicating the soul of the brand.