for unique flavors
Project Title—The Fruit Cellar
Brand Identity, Experimental Type
Objective—develop a project based on a poem in another language. Type can create a mood even when it can’t be understood. Starting with an untranslated Kurdish poem, the concept and visuals for this sour beer brewery gradually emerged through a series of typographic and illustrative explorations. The poem, once translated, proved to be about the discovery of identity, setting the stage for a branding project meant to uncover the unique flavors found in sour beer. (poem: The Fruit Seller’s Philosophy, by Kajal Ahmad)
Design—fresh, tart, and organic. The custom logotype was developed using forms from the poem in its original language as a point of inspiration. Similarly, the illustrations and visual language for the brand come from explorations based on the original poem, using physical media including pen and ink, paint, and cut and torn paper. The use of fingerprints serves as a symbol of individuality and hand crafted quality, while the brightly colored fruit shapes suggest flavor.