Stockton Brew Fest

Deliverables

Marketing Campaign
Digital
Print

Role

Graphic Designer
Branding and Visual Identity Design

Credits

Videography Jesse Salazar
Marketing Manager Amy Alpers
Photography Miguel Barajas

Overview

Stockton Brew Fest was held on September 10, 2022, at the Weber Point Events Center. The half-day festival was a celebration of craft beer, featuring local and regional breweries. This festival allows beer lovers to sample and taste more than 40+ varieties of local brews, along with live DJ entertainment, and local craft and artist vendors!

Highlights

600 Total Attendees
352,000+ Ad Impressions (Print & Digital)
24,245 Total Website Visits
40+ Featured Local Breweries

Logo Redesign

One of the major changes for the 2022 festival was the change in entertainment. In previous years, the festival had a lineup of local bands, but in 2022, they decided to instead have a local DJ play and match the vibe of the crowd.

Part of the old logo had music as a prominent design element, so the new entertainment featured calls for a new and updated logo!

Competitive Analysis

I wanted to identify some of the common visual themes for other beer festivals around the United States. Some of them typically focus on being literal, featuring design elements like hops, beer mugs, and barrels. One of the consequences of having these design elements is that the logo could easily be interchanged and applied into a different location.

The design trend that stood out the most was having a location-specific logo, that has design elements that can be easily recognized by locals in that area.

Logo Development

Since this is the 6th year of the annual event, the organizers wanted to keep the original color palette, and the type treatment from the original to retain its brand consistency. It's important for long-time patrons of the events to easily understand that it is the same event by the same organizers.

Below are the logo progression and concepts I presented to the team. For the first concept, I wanted to play it safe and have something basic using beer mugs as a design element.

For the second concept, I went for a location-specific logo, featuring Stockton landmarks: Downtown Center, Hotel Stockton, University of Pacific's Burns Tower, and the Stockton Arena. Building upon this concept, I made "Brew Fest" more prominent over "Stockton" in the next and final iteration.

Brand Direction

The target audience for this festival is on the younger side, who are brewery enthusiasts. So in terms of the brand voice, I went for something more casual, cheeky, and fun.

In terms of visual image treatment, a lot of the existing photo assets from previous years have a lot of the breweries' logos and branding in the background, but it is not guaranteed all of them are going to be returning for this year. I opted for "flowy" illustrated lines and flows in the background to cover up breweries' logos, while also having people in the foreground and the focus of the event.

Letting the good times roll, and the good beer flow!