This is an identity designed for a concept brewery in Asheville, NC. I helped design this with a team of 4 other people during a 24-hour design challenge. We had to design an identity, packaging, and a menu for the brewery. Our target audience was young and “hip” residents of Asheville. We wanted Mac Patch Brew Company to be a place strongly rooted in Asheville, so we researched the town and what people recognized as iconic to their home. Mac’s Patch is one of the most popular camping destinations in North Carolina, and Asheville’s very own natural wonder. This also led us to discover that black bears are also incredibly common and iconic to the area so naturally we selected Mackie to be our furry mascot. Referencing topographic maps of the area and calling back to nostalgic outdoor programming, we developed a unique identity that feels right at home in Asheville.
(I think I earn bonus points for not using the phrase “nestled in the blue ridge mountains” IYKYK)
