summary
Founded in 2014, CraftRoots Brewing is grounded in a grassroots approach to beer. Craftroots brews fresh and flavorful beers that highlight New England-grown grain and hops, connecting them to local farmers and craft
CraftRoots Brewing is Milford’s first brewery! It is also the first 100% woman-owned “brick-and-mortar” brewery in the history of the Commonwealth of Massachusetts. Craftroots are a 7-barrel brewery with taproom, serving eight different beer styles daily.
With sustainability at its core, CraftRoots Brewing is grounded in a truly grassroots idea: connect the circle between farmers, maltsters, brewers and beer lovers.
CraftRoots co-founders Maureen and Robin created an environment where people come to catch great local live music, enjoy a pint of fresh craft beer, and relax with friends.
Original Logo Design
Craftroots’ current logo gives it a Halloween type feeling. Personally, I think the logo is pretty cool. However, the typography in the words “craft” and “roots” is a bit hard to read. Plus there’s not alot of contrast added in the logo.
Their brand’s current perceived value is their pursuit of sustainability that is rooted in optimism.
I also think their logo gives it a spiritual feeling and as they are drinking their beer to stay connected within their inner roots along with building a relationship with nature.
Original Package Design
The affordances in Craftroots present packaging is somewhat appropriate yet very plain and not all that exciting. The logo in the package design takes up most of the space of the bottle by leaving the flavors of the beer onto the side.
Thankfully they used different colors to point out which beer is which. However, they use the same color for the logo but with a different color circle around it where it could come to the point that a consumer would end up buying the wrong beer and not realizing that issue.
The design of those bottles overall gives it that nature vibe with a little splash of wisdom.
logo concept development/Inspiration
Since this project is about seltzer water, I had come up with some sketches that somewhat tie up with Craftroots brand image.
I decided to name my seltzer water “Craftroots Folklore Hard Seltzer”. I came up with Folklore after Taylor Swift’s new album with the same name (yes, I’m a huge fan of Taylor Swift and obsessed with her music). Also Folklore refers to the legendary beliefs, customs, roots, and stories of a community, passed through the generations by word of mouth.
I thought Folklore would be a perfect name since Craftroots is all about sharing their stories and roots based on their journey into making craft beer which represents the inner heart of the community.
typography choices
can design color pallete
6 pack mock-up design
apparel Mockups
Poster Design
Final Logo design
My new logo for the Craftroots seltzer line will be cleaner and yet readable than their original logo. I want my logo to have appropriate font, color, and graphic choices that will visually grab the consumers attention in order for both the consumer and the brand to build up a special emotional relationship they can bond to frequently.
I wanted my logo design to have that premium and elegant touch. The colors of the logo will change based on the color of a certain flavor of the can design.
Based on my color and font choices, my logo will draw attention to both male and women demographic ages 18-35.