paaw beer
Description
target market
Drawing from the timeless charm of vintage character design, PAAW BEER looks to attract the young, fun, nostalgic audience that PAAW Beer looks to sell to. The logo acts as more than just an advertisement symbol, as the cute characters create a memorable moment that leaves a lasting impression alongside the beer itself. Using a vibrant pallet of blues and yellow invokes the feeling of fun that the brand is looking to capture.
PAAW Beer caters to beer drinkers both young and old. The classic mascot logotype calls back to vintage styles of the mid to late 20th century branding landscape, appealing to an older audience. At the same time, the more detailed, ‘retro’ aesthetic draws in a young crowd as it stands in opposition to the overflow of minimalist logotypes in market. The mascot also creates a memorable experience for the consumer while opening doors to a plethora of branding opportunities.
future paawssibilities
With the PAAW Beer Mascots, I hope to create memorable iconography that the brand could expand upon in future endeavors. The mascots can be used simultaneously or separately in future branding to help solidify their image in the public mind. By creating a recognizable and relatable character, PAAW Beer has the opportunity to creating lasting connections with customers.
My Process
inspiration
inspiration for the PAAW Beer logo came from a mix of vintage marketing mascots as well as sports and high school mascots. I wanted to capture the nostalgia and memorability associated with these timeless logos, while infusing the power of modern vector illustration. The anthropomorphic design came in response to the shear amount of memorable logos of the same likeness. By incorporating bold outlines and halftones I created a modern logo that appreciated the greatest aspects of these vintage designs.
typography and Colors
The chosen font pairing blends the vintage collegiate aesthetic with the classy date mark. These fonts create a feeling of fun while maintaining professionalism, history, and prestige within the brand. The script font emphasizes a pride in the product and history of the company.
Choosing a pastel color pallet helped emphasize the inviting and exciting loo and company. The soft colors paired with the fun mascot create an inviting brand image in a market (i.e. craft beer market) that may seem uninviting for some consumers.
