Industry // brewing INSTRUCTOR // Bradford CATEGORY // branding DATE // 2019
objective
Hijinx is a craft beer company situated in the heart of the East Village in San Diego, California. Known for its lineup of predominantly robust, hop-forward brews boasting a high ABV, the brand draws inspiration from the neighborhood's storied past. Geared towards discerning craft beer enthusiasts in the 23–34 age group who appreciate potent brews that pack a punch, Hijinx aims to captivate its audience with a unique brand narrative.
solution
To effectively convey this narrative, I opted to showcase retro-style illustrations featuring characters reminiscent of the 1950s. These characters exude a gritty urban vibe that pays homage to the East Village's historical roots, with each character being assigned a name and backstory that aligns with the flavor profile of the specific beer they represent. To enhance the brand's visual identity, the Knockout typeface family was selected for its bold, practical design and extensive range of options.
