Wild Arc Brewing
FOCUSES: Brand Identity, Packaging, Type Design, Illustration
Wild Arc Brewing is a beer company grounded from the concept of highlighting endangered species through their packaging and branding. With proper branding, sustainable practices can provide an edge in the marketplace, while making positive steps to protect the health of ecosystems on our planet. Creating packaging of three species from North America with populations less than 300 individuals to help raise awareness of their critically endangered status. One of the reasons I choose to do a beer brand is because alcohol has a history of bringing conversations with people. Putting statistics and facts about endangered species on the packaging can create more conversations and action.
Logo + Look and Feel
Wild Arc Brewing logo is a hand done lettering type to a give a wild but strict personality to highlight the brand. Using many black and bright colors to make the illustrations pop to help gain attention from customers. I incorporated a lot of hand-done types in the beer labels and packaging.
Sustainability Statement:
Wild Arc Brewing products are made from 100% recyclable materials. From recycled cardboard, recycled paper labels, and Eco-friendly adhesive. Return the bottle to your distributor to recycle it so we can reuse it and get some money back. The consumer we want to attract is those who is environmentally cautious or people who want to learn more about conservation. Younger generations like Millennials and older Gen Z are more environmentally conscious and mindful of big company conservation efforts.
Research:
I did a lot of research to figure out which endangered species to highlight for this brand. In the end I picked three animals from the North America region, each representing a different part of the Animal Kingdom, that had less than 300 individuals in the wild. Red Wolf for mammals, California Condor for birds, and the Vaquita for sea creatures. All three of these animals have a critically endangered status on the IUCN Redlist. The information I gathered about the animals I included on the packaging to engage and educate the audience about these wonderful three species.
Deliverables
I used very harsh contrasting colors to allow the animals, and beer name on labels pop out.
The 6-pack box acts as an extension to the bottles, with the side including more information about the species.
I created beer boxes as well. I wanted them to have a screen print like feel to them so I excluded the background to showcase the cardboard colors. On the sides they highlight the brands sustainability statements.
Along with beer, I created pins of the animals to also go along with the branding. Posters were made to showcase the animals while also at the same time be advertisement for the brewing company.
