Summerstock 2021 - Logo, Brand & Print Collateral Design
“Create a relaxed, summer-inspired motif that captures the feeling of enjoying beers in the sun, centred around a recognisable Wellington landmark.”
Workmark
First order of business was creating a new wordmark using the exiting font used for Craft Beer Capital’s Hopstock Festival.
Newly creative Summerstock workmark
Exisiting Hopstock Wordmark to replicate
Graphic Elements
After a few concetps using different Wellington landmarks, this is the design that won the client over. Wellington’s City to Sea Bridge is represented by the celestial pou standing tall with seagulls frlying overhead with Petone and Matiu/Sommes Island in the distance. A cold beer and sunglasses reflect Ti Kouka trees and more beers as a further connection to having beers with friends under the sun.
Beer List
The main theme along with a list of venues and beer matches posted at all participating establishements.
Street Poster Advertisement
Printed, pasted and hung all over Wellington streets by wonderful team at Phantom Bill Stickers.
Beer Trail Stamp Card
Create as a tri-fold brochure, the stamp card takes the motif and adds a few details specific trail including instructions, beer and brewer info, and a QR code to the website and for submitting the completed card.
Beer Trail Certificate of Completion
The use of another brand colour helped the certificate to stand out and shine.
Facebook Cover Photo
Keeping the socials on brand, the main design got a wider perspective and subtle shift in layout to fit the space.
Social Media Post Backdrops
Created to bring the theme across to text based social media posts and also to give some flexibility where a subtle change of colour was needed (see Beer Trail Certificate).
