My objective was to create a new visual language for a Vermont based brewing company in need of a re-brand. I was inspired by the local artisanal community, the edgy boarding and skiing scene, and the natural mountainous terrain of Burlington. For the illustrations I played with images that evoked weightlessness, or took weighted images and made them float with thin strokes and color division. With the color palette, I aimed to introduce complementary color pairings to the more unrestrained aesthetic of the current branding and milieu.
I took into account the company's "no gravity" brand concept and elaborated on it by using light lines to form an upside down mountain for the logo. I chose a heavier weighted type to make the name stand out and to contrast with the airy illustration.