I was asked to create their fourth, limited-edition beer within a 2 day period of time. The new creation was to work as part of a visual family with the others, but also be more edgy. It did need to retain certain key elements and its subtle relationship to the techie world.
The most difficult part of this project was finding the balance between edgy and too-edgy. The beer, though hopefully to be consumed in-house (and by ME), is intended for a conference of techie people. Too edgy or seeming to be making a statement, and offence could quickly be taken.
Obviously, the other great challenge was the limited window of time, meaning that only a few routes could be developed before I needed to narrow it on refinement.
I began by selecting a name. Per the constraints of the project, I was limited in name selection to one of the 147 CSS colour names. Most of these are very straightforward (black, darkred), or not right for a craft beer (tomato beer, anyone?).
There was something about 'Burly Wood' that seemed appealing, and I became absolutely certain when I thought about focusing just on the word 'Burly'—how fun! Big brawny men, scantily-clad Burlesque dancers... loads to draw from here!
I had a great time, but this direction alone was a bit too controversial, so continued to evolve the idea back into incorporation of the word 'Wood'.
Piecing the trail back together from a sea of designs, I've put together (as shown) a linear evolution of the ultimate idea, which ultimately played on the idea of drinking a lager while watching a golden sunset in the great, big Burly Wood.
Whilst I had no part in the tasting of the beer, I had exclusive control of this design, with helpful input from Clearleft's design team.