Midnight Hour Brewing Company

This is a concept based around some sketches I made meditating on clocks. I enjoyed finding quotes that responded well with my imagery and now I wish these beers were real. If there's any brewers are out there, this idea is totally up for grabs.

Objective: Create a company logo and three label design concepts for a brewery centered around the themes of time-especially nighttime.

Problem: Brewery wants to be seen as literary and intriguing to draw in educated 30-40 year olds with disposable income looking for a unique aesthetic experience.

Target: Educated 30-40 year olds with disposable income.

Gains satisfaction from thinking about big ideas, culture, and literature.

Seeks connection with like minded individuals.

Attracted to artistic labelling on craft beer cans.

Brand Voice: Moody, mysterious, creative.

Insight: Craft breweries utilize creative labelling to set mood and draw attention to their products. The can conveys atmosphere and identity.

Execution Requirements: mockup.