School project S5 – Beer branding part 1 : The logo
For this branding project we have to develop the visual identity, the packaging and the advertising campaign for a beer. Here is part 1 of the creative process behind this project.
After several hours of brainstorming an idea came to me. The concept of a craft beer from Quebec was created around the word Yâble (french-canadian slang for “devil”). The devil (Satan, Lucifer, Beelzebub), is a symbol rooted in folklore and in the history of Quebec due to the religious authority which our ancestors lived by. The Devil is also the subject of many legends and is often associated with temptation. In the case of this beer, the temptation to drink and the pleasure associated to it.
Instead of a logo, the Yâble will use a word mark (logotype). The letters of the word mark have been reworked to make it more representative of the devil (pointy horns and forked tail). The Y is the most important letter because it will be reused individually later on as the branding strengthen. The overall look also reminds us of the early colonists of Quebec. Scarlet red letters were chosen because it is the traditional colour associated with the devil and because the colour also represent strength and interdiction, two concepts conveyed in this branding.
copyright Dany Pepin 2011