LYNDSAY LUCERO
Simple. On-point. Fun.
The brief

BEERLEFT

A few years ago, Clearleft (the UK's first UX agency) needed to supply beer to one of the annual conferences they were hosting. They discovered that for a nominal price difference (and a helluva lot more fun), they could tailor make their own beer rather than supply another's. They've made three beers thus far, which have gone down with great success.

The brief

The brief

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 challenge

The challenge

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.

The Solution

The Solution

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. 

Responsibilities

Responsibilities

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. 

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