Project Overview:
Showtime Brewing Company is a Nova Scotian brewery with a in-your-face carnival style, bold flavours and huge personality. I worked to create a brand that leaned into the victorian Ring-Master style, accenting their bold attitude with old-timey victorian swashes & flares, hand-drawn mascots and characters, and brash type treatment.
Project Scope:
Full Brand Identity
Services Rendered:
Art Direction | Illustration | Style Guides | Graphic Design | Brand Identity
Building a Showstopping Logo.
The logo is built to be modular in nature, with different components that can be swapped out dependant on what the usage calls for. It's also important to be legible in black and white.
The lush reds and rich golds are meant not only to convey the thought the of the circus, hence the "Ringmaster" mascot, but also convey a sense of vanity and excess you'd come to expect from the environment, with bold decoration you'd expect to see in a 1880s Ringling Bros. and Barnum & Bailey Circus tent.
Packaging Design
The Showtime Brewing Co. brand mascot is known as the Ringmaster, and is present on the main Cider cans. Other circus acts will be found on the other flavours, such as the Blood Orange Hard Cider being paired with the iconic Fire Breather.
The Brand 360°
The mission to attract cider drinkers to the brand is carried out with advertising, relating life to the circus. The initial run of advertising is meant to familiarize consumers with the product, as such, the cans are front and centre.
Other branding mockups can be found below.
