The Brewery Market features multiple all-ages, community-driven beer festivals at Hintonburg Park, welcoming Brewers throughout the Ottawa Valley.
This rebranding concept refocuses the festival’s visual identity around its playfulness, all-ages and community- oriented energy, reflecting both the park itself and the families who attend.
Pulling from the outdoors, playground, and family-friendly themes in the initial brief, the new logo abstracts the original through the lens of chalk drawings found on farmers’ market chalkboards and childrens’ sidewalk art.
This new, versatile logo works independantly as an icon, or within a brand-new system of abstract patterns, expanding the festival’s image beyond a straightforward logo and into a unique, memorable aesthetic.
Pulling inspiration from abstract sidewalk chalk art, I developed a patterning system for the rebrand.
This system can be used to emphasize signage, decorate text, illustrate iconography, and even as a base to expand the brand into motion design.
A vibrant pastel palette offers four distinct colour schemes for various uses. The ‘Spring’ green can be used to promote Brewery Market’s spring event, while the blue could celebrate a summertime event.
Alternatively, the colours can be used to categorize within events (i.e. food, vendors, parking, etc), or simply to provide variety within the brand.This new, versatile logo works independantly as an icon, or within a brand-new system of abstract patterns, expanding the festival’s image beyond a straightforward logo and into a unique, memorable aesthetic.
The Brewery Market’s set of wordmarks
—most commonly arranged stacked, flush left to contrast with the chalk lines—
appear in Rougant.
This friendly-yet-bold, semi-geometric typeface provides strong contrast against the chalk system. Title blocks of text can be offset to add to the ‘playfulness’ of the type system, and encourage interaction with patterns and icons.
Meanwhile, Intervogue Soft is used as a rounder, softer compliment to Rougant. The secondary face can be used for supplementary titles, captions, body copy and quotations - either on print or web.
The Brewery Market website adapts the chalk system to desktop, mobile and tablet formats, incorporating the patterns as content dividers and headers.
As with the four-colour palette in print, the background of the site changes based on time or upcoming event - in the prototype, the ‘Spring’ event makes use of the blue from earlier.
White is used for decorative purposes, as well as H1 titles. Meanwhile, a dark blue is used for all other text to meet accessiblity standards.
Try the Figma Prototype here.