New brand architecture and visual identity took all that into consideration, establishing new hierarchy, parent brand The Garden sporting a family’s coat of arms, standardised naming of individual brands and a unifying but flexible identity system. The birds from The Garden Festival became the main vehicle for the new logos, although in a new, more refined form.
The new system was implemented across the brands and channels to simultaneously communicate a strong and unified presence.
The Garden Brewery — a new craft brewery that was to be launched in the midst of a blooming craft movement and severe market competition — emerged as the most prominent new endeavour of The Garden. It had to communicate all of the values The Garden carries while standing out and bringing a breath of fresh air in the craft beer market.
In line with the new identity we designed a range of functional signs important for the overall functioning of the venue on top of branded graphics that tell the story within the interior and on products.
The first series of cans that launched The Garden Brewery comprised of two beers, Adriatic Pale Ale and Session Ale. The simple packaging visuals aimed to introduce the brand and reinforce its visual language, preparing the stage for future releases.