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LET ME TELL YOU ABOUT US:

Woo-hoo! This project is gonna be FUN! Were selling fun, were selling a party, were selling a slick microbrew beer-tasting event with fresh, local, high-quality New England craft beer!

The New Hampshire Brewers Festival is a one-day beer-tasting festival in Manchester, New Hampshire, this November. This is the festivals first year, but it is closely patterned after our raging success -- the 16th-annual Maine Brewers Festival. (See www.LearnYourBeer.com but no way do I want just to duplicate our round Maine logo.)

Patrons buy a festival pass ($32) to either an afternoon Happy Hour session or to an evening session, allowing them to sample the best craft beers from 15-20 craft brewers from New Hampshire and all around New England. There are live bands and food and fun and some cool seminars to educate us all about fresh local beer. About half our patrons will be from New Hampshire, and about half will be eager beer-cationers from metropolitan Boston, Connecticut, and New York.

HERE IS WHAT WE NEED:

We want our logo to present a clean, contemporary look. It should have a look and feel that speaks to the out-of-state customers who perceive the northern New England states as places they visit to get away from it all. When tourists think of New Hampshire, they think of fresh air, lakes, and mountains; trees, wildlife, and wilderness, and remember theyve all come to sample beers from small and medium craft brewers from a mostly-rural state. Perhaps the most-effective logo will be a simple pen-and-ink drawing, a pastel watercolor, or an illustration with natural colors and perhaps you have a better idea since youre the designer and I'm not! We will use this logo for our website (to be redone), printed materials, tee shirts, etc.

OUR TARGET AUDIENCE IS:

The festivals are a big, fun party for the patrons, about half of whom are serious microbrew fanatics interested in sampling many different beers, and the other half are there for the party. Craft beer costs more than standard beer, and these events attract a somewhat upscale crowd. Most of our customers are 30-55 years old.

Craft brewers like to come to our festivals because it keeps them in touch with their loyal customers (the microbrew fanatics), and because it gives them a good chance to convert regular beer drinkers to craft beer drinkers. Our tasting festivals provide a good opportunity for brewers to educate customers about the quality and taste benefits of their expensive products. Some of the brewers are very small, local companies brewing in their barns, and others are much larger, sophisticated brewery businesses who distribute regionally or nationally. (PLEASE... you must watch this four-minute video to improve your day, and to understand how American craft brewers feel about their profession: www.vimeo.com/4298464 )

WE LIKE THESE DESIGNS:

Hmmm... I guess I prefer that you check out the verbal description we've given!

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

This is not your college keg party at the frat house. It is a party, and it is fun, but it is not about big vats of cheap beer.

Avoid logos with maps or outlines of the state of New Hampshire.

Too many elements in the design are, well, too many!

"New Hampshire Brewers Festival" is a lot of type, but until this festival has a few years under its belt it will need all those words in the logo. Note there is no apostrophe in "Brewers." (This is a festival of multiple brewers; not a festival in possession of a brewer.)

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