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Creative Brief

Who are you?

We are a beverage company based in Chicago.

What do you need?

MATCH is a new upscale beer and we need a logo design. This logo will appear on the beer labels on our bottles, our cans, tap handles, point of sale material, etc. MATCH will come in several varieties including amber lager, light amber lager, pale ale, etc. Therefore, the logo needs to be versatile and be able to incorporate these varieties. MATCH AMBER LAGER. MATCH LIGHT AMBER LAGER. MATCH I.P.A.

The theme of the brand is the world of polo and we would like this incorporated into the logo. This will probably involve a polo player or group of polo players on horses. He/They can be moving or still. Striking the ball or not. Very detailed and literal or abstract. (Be careful to not use a polo image that is too close to Ralph Laurens Polo.)

The sport of polo encapsulates our brand values: charm, tradition, exclusiveness, preppy, gentlemanly sportsmanship.

We want the brand to have a very authentic feel to it and not be manufactured looking as we are using beer recipes that are rich in tradition. It is encouraged to explore designs that include crests with flourishes, polo players and mallets. However we are also eager to see simple strong identities as well.

It is also important to note that the label will be fixed to a brown glass bottle and NOT clear or green. Therefore, when working through the design, please give consideration to colors that work on that type of glass.

Who Is Your Audience?

This beer will be sold in six-pack bottles and cans in a wide variety of stores, bars, and restaurants, where it will also be sold on draft. Our audience is very similar to the current drinkers of Sam Adams and Stella Artois. Mostly male 25-50 years old.

Therefore it is very important when designing the brand to give thought as to how it will stand on its own on a sign in a crowded bar and entice people with its design and choice of color.


We Like These Examples

Ralph Lauren / St Germain Liqueur / Stella Artois

We Absolutely Must Have

We need you to use our brand name, Match. We need you to show how the product descriptions would be incorporated: Amber Lager, Light Amber Lager etc. This may involve exploring how it would fit into a beer label with a lot more going on.



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