Golden Stag Brewery
Branding concept and design process
This is my complete design process from start to finish. I consider everything from macro ideas like the main objective and marketing data to micro ideas like color choice and font selection.
This is how I approach all projects I work on.
Project Details
Original idea that I developed myself
Role
Designer—branding, page layout, illustration, infographics
Marketing director—market research
Status
Concept, ready to sell
First I make a creative brief to nail down the main objective of the project.
Next is research. I find and analyze the data to see where the target demographic lies and I use this information to develop a marketing strategy.
With the data I’ve collected, I develop a marketing persona. This person represents the average person we are targeting.
Once I have a clear idea of who the demographic is, I gather inspiration for my design.
Next, I start drawing rough sketches for the branding assets. For this project it’s a logo that will double as the bottle label.
Once my sketches are complete, I choose one to vectorize. I work on a rough vector and slowly refine it, adding color at the end.
Then I finalize the artwork and start the branding process by developing a brand guide.
In the final stage, I develop the brand collateral such as packaging and merchandise.