Something magical happens during the brewing process, a transformation occurs. Seemingly disparate ingredients are mixed with a little something wild, unruly, ALIVE, and in time, what emerges is more than the sum of its parts. A sense of wonder is fundamental in Eric Johnson and Nick Purdy’s approach to beer making and it is the central theme in Wild Heaven Beer’s newly forged identity.
We began with a sturdy typeface, classic yet modern; one we felt communicated Wild Heaven’s ideological commitment to craft. ‘Craft Beers’ in the brand’s signature is removed in favor of adding a simpler ‘Beer’ to the business’ name. We made several customizations to the lettering to create more harmony amongst the characters and the result was so strong, when arced to mimic the heavens, that we decided to use the logotype over a symbol as the company’s primary mark. The secondary marks and symbols that further define the look and feel of the new branding are explorations into celestial iconography and astronomical symbolism. The illustration of a pouring pitcher appears often representing the brand’s tagline, and mantra, “Serve Your Neighbor.’ A steely navy blue and creamy off white give the main brand a more austere appearance, allowing its beers to step forward.
Each of Wild Heaven’s offerings has a distinct personality, a brand of its own, and therefore minimal effort is made to unite them into a homogeneous product line from a visual standpoint. Their individualities shine in big bold front panel graphic art meant to be identifiable in bars or on shelves from a considerable distance. The lineup is united under the mother brand by a simple common back panel.
Wild Heaven Beer now beckons as a timeless and reliable choice, one that will reward the inquisitive, in an ever-expanding yet increasingly diluted market.
Print Method: Shrink Sleeve
Print Method: Screenprint