CRAFT LOYAL APPAREL

IDENTITY DESIGN, BRANDING, ILLUSTRATION, APPAREL GRAPHICS, PHOTOGRAPHY, UI/UX, WEB DEVELOPMENT, COPYWRITING

PROJECT BRIEF

Craft Loyal was an idea without a name when I was contacted to bring it to life. Through the process of ideation with the original owners I developed the company name, origin story, mission statement, slogan and tagline, brand identity and alternate marks, all product designs, event banners, the e-commerce website including all product photography and product descriptions.

MY ROLE

I begin every design exercise from the starting point of creating a brand that looks like it is established, like it has history, and existed for some time allowing the brand to portray a rich character. This resonated through the vintage style of many of the t-shirt graphics and the overall aesthetic of the original website design. While building the mood boards, I referenced masonic symbols and secret society lore to pull aspects for visuals. Working with the owners, I developed several character profiles to make sure we had direction for realizing the brand voice and baseline of products offered. Discussions on the "ultimate customer" always starts with a few general statements and then becomes more specific and decisions are narrowed down. Just your basic whiteboard meetings, a lot of lists and back and forth to clarify the goals. The Craft Loyal brand was launched in 2013, before the big boom in craft beer culture and the explosion of the category. On July 4th, a day synonymous with freedom in the USA, the company was free to spread its wings and fly.

T-shirt graphics designed for the Craft Loyal brand are a salute to those living the craft beer loving lifestyle. Tags like "The Revolution is Brewing" denote the passion of beer lovers; coinciding with a true revolution in the craft beer industry, smaller independent breweries expanding offerings well past the corporate brewed beer product.