thesis: Backbeat

LOGO

I wanted to create a memorable logo that was easily identifiable and conceptual. Upon logo exploration, I realized that I could form a beer hop into a guitar pick shape. Thus, the logo for Backbeat was fully conceptualized.

BEER BOTTLES

I knew that I wanted to design beer bottles from the start of this project. I decided to create three labels. The imagery on the bottles is indicative of tattoo flash. I decided to use tattoo-inspired illustrations because tattoo art represents freedom of self and a come-as-you-are lifestyle. The names of the beers are all musical terms: Vibrato meaning vibrate, Forte meaning loud, and Elegy meaning lament. The imagery on the bottles showcase the word in a visual way.

MENUS

The menu designs and concepts proved to be a unique challenge for me. How was I going to create a menu that tied itself into the branding of Backbeat? After a lot of deliberation, I decided to design a bunch of menu record sleeves that house the food and drink menus inside. Each menu record sleeve has a different design, reminiscent of different album covers belonging to a personal collection.

POSTERS

Below are some poster designs, mocked up to look worn and gritty. I wanted the posters to feel like a vintage rock poster, with a threshold of minimal colors and covered with texture.

TICKETS

Exemplifying a vintage look even more, I modeled the ticket designs after old Beatles and Elvis Presley stubs.

MERCH

Merchandise was also a huge part of my brand, as it is a large contributor to showcasing Backbeat’s identity. I have always been inspired by band, concert venue, and brewery merchandise, so I instantly knew that my brand would be no different. New logo variations were created alongside new typographic treatments to Backbeat’s slogan, “Brews & Tunes.” This part of the project was very fun because I wanted to design items that I would buy from a concert venue or brewery. Utilizing new and previous branding tropes, Backbeat has some interesting and unique t shirts, bags, glasses, hats, and much more to offer any dedicated fan.

MURAL/ENVIRONMENT

I have always been inspired by mural artwork. I knew that I wanted to design a mural for the inside of Backbeat. This mural’s style is similar to the beer bottles’, with the artwork itself being one color, exemplified by the background it sits on.

The environment of Backbeat is indicative of an inclusive, open, outdoor/indoor space. Additionally shown below are mockups of Backbeat’s atmosphere, both with beer and concert imagery.

WEBSITE HOMEPAGE

I also wanted to design a landing or home webpage for Backbeat that exemplifies the excitement within the space.