Thirst Craft Put Overtone Into Overdrive With a Club Scene Inspired New Brand
Thirst Craft – Overtone Brewing Co
Putting Overtone into overdrive with a club scene-inspired brand
With innovation at its heart, Overtone’s ambition was to bring dynamic brewing to Scotland. However as a completely new brewery in the third most innovative craft beer market in the world, it needed to strike the perfect balance between dynamism and a strong brand presence to succeed.
With bottle shop shelves looking increasingly like an eclectic art gallery, we needed to ensure Overtone made an immediate impact without sacrificing creativity. So inspired by the founder’s favourite music scene, techno, we created a design that captures the cutting edge graphics and cult status of iconic record labels. Adding an extended wordmark and strong ‘O’ device, we built a bold, ownable brand which would look just as at home on an underground club poster.
The patterns themselves are inspired by Overtone’s name. Overtones are frequencies that alter various qualities of a sound – we translated this idea into a visual by using lines and colour to create illusions that change the qualities of the label in front of your eyes. These patterns tie in with the styles of beer as well as creating a piece of art on shelf.
The design is as pragmatic as it is powerful. With infinite pattern possibilities which can be turned around at speed, Overtone can continue its innovative brewing while keeping the brand strong and the labels fresh, over and over and over again.
- Design Agency: Thirst Craft
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: Thirst Craft Put Overtone Into Overdrive With a Club Scene Inspired New Brand
- Brand / Project Name: Overtone Brewing Co
- Creative Director: Matt Burns
- Designer: Senior Designer: Kris Wilson
- Project Type: Consumer Brand Creation
- Strategic Deliverables: Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
- Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Brand Identity, Consumer Brand Identity System, Consumer Brand Guidelines, Consumer Brand Experience, Consumer Graphic Packaging Design, Consumer Brand Advertising
- Location: United Kingdom
- Market Country: United Kingdom
- Market Region: Europe
- Product Category: Beer & Cider
- Consumer Packaging Format: Can, Keg
- Consumer Substrate / Material: Metal