DATE: 2022
ART DIRECTOR: KAREN DORFF
CATEGORY: BRAND IDENTITY, PACKAGE DESIGN
COURSE: ADES 2520.501 - GRAPHIC DESIGN
PROJECT OBJECTIVE: Red Hare Brewing and Distilling is a craft brewery and distillery that has been making its mark with a diverse range of high-quality beers and spirits. The goal is to create a visually compelling narrative that communicates the uniqueness of their craft beers and spirits, fostering a deeper connection with consumers and promoting brand loyalty and centered around a family-friendly and community image.
The use of Rockwell and Artifact Element in the logo blends friendliness with reliability, Rockwell's boldness adds maturity adds stability, while Artifact Element brings warmth and approachability. The structured information in the business cards and letterheads convey professionalism, reflecting Red Hare's commitment to quality while maintaining a friendly image. This rebrand aligns with inclusivity and high-quality craftsmanship, resonating with new and loyal customers.
The rounded paper corners and design style were intentionally chosen to convey a warm atmosphere. The playful detail of two hare ears upon opening the envelope reinforces the company's commitment to a family-friendly environment.
Mustard, beige, and dark brick red evoke a sense of tradition and represent the rich flavors of Red Hare's craft beverages. The gritty texture adds a homey sense of authenticity to the brand and makes it feel comfortingly reliable.
