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Behind the Design

Drunken Sailor

Event branding

Welcome to the Drunken Sailor Beer Festival held in the beloved sailing community of Lunenburg, Nova Scotia! This conceptual event targets the easy-going, friendly nature of Nova Scotians and the historic premises of Lunenburg. For this project, a brand identity and 4 deliverables were created including promotional posters, drink coasters, a motion graphic, and festival merchandise. 

Overview

The objective of this project was to develop a cohesive visual identity that captures the spirit and excitement of the event and further the branding through promotional advertisements. This encompasses a range of materials, such as posters, social media graphics, and merchandise, all unified under the visual identity. Emphasizing craft breweries, local culture, and community engagement, the campaign will highlight unique beer offerings and festival experiences. The goal is to attract diverse audiences, enhance brand recognition, and create a memorable experience that celebrates the art of brewing and the province in which these breweries lie.

Project Objectives

Explore Illustrative Styles
Bright Colours
Humorous Tones

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The audience

For its joyful atmosphere, Lunenburg, Nova Scotia was chosen with a target audience of close-knit community members and beer drinkers. These maritime communities radiate an easy-going, care-free energy which was the main inspiration for the name and design of the festival, Drunken Sailor.

The logo

The logo, comprised of a paper boat hat, references the childlike and playful attitude of drinkers, crashed into the rocky shores of Nova Scotia. It is bent and beached within the stones, a literal depiction of the festival name.

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Posters

To emanate the fun atmosphere of the festival, each visual element is a playful take on the festival itself with humorous undertones. Illustrative styles were used to maintain the bright and cheerful identity of the company and portray a message to the audience that the festival is for pure enjoyment. The vertical poster portrays the top of a beer glass with which the logo rests upon. The visual hierarchy of the exploding foam draws the eye to the title, downwards to the glass and finally to the silhouette of Lunenburg in the background. The horizontal poster is a play on the title “Drunken Sailor”, picturing a spilled glass of beer that engulfs a sailor so that only his feet stick out and his hat drifts on the surface. This eludes an idea that attendees can “drown” in Nova Scotia’s finest craft beers.

Merch

The t-shirt houses this same graphic with the name of the festival. Along with a shirt, a baseball cap and beer glass would also be available for purchase at the festival to extend audience outreach for future festivals. The design on the baseball cap is a seal-style logo and the beer glass is engraved with the logo of the festival. 

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T-shirt

Want to rep the festival? Add this to your wardrobe!

beer glass

Why? Because it's a beer festival of course!

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ball cap

So the only squinting you're doing is reading our list of vendors (There's just so many)!

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Drink
Coaster

The coaster design is a modified version of the vertical poster, cropped to fit into a circular format. On the back is listed the vendors of the festival, all Nova Scotia based breweries, accompanied with an array of glasses and beer types that not only represent the variety of beers at the festival but are also a loose correlation to the unique architecture and color of each building in the town, creating a diverse visual landscape. This design is also carried into merchandise graphics.

Motion Graphic

This motion graphic was created for social media promotion to expand audience outreach.

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