Merchant City Brewing • Label Design

Merchant City Brewing approached me looking for a set of labels to launch their debut range of craft beers. Armed with only a logo, they were open to ideas of how to approach the project. With craft beer such a saturated and booming market, I proposed the idea of a more pared back approach, using labels with lots of white space. The already-established logo had a lot of fine detail, so I made sure to make this a prominent feature. Using part of the logo as a starting point, I created a wave pattern which hinted at the merchant associations of the name, and applied this across the range of labels and other materials. In order not to appear too traditional, I used a more modern, distressed font for the beer names, to act as a strong contrast to the more traditional style of the logo.