Typography
ISTD - International Society of Typographic Designers
Project Brief
The ISTD Student Assessment scheme is reviewed annually to ensure that it reflects current best practices in both design education and industry. Strategy, research, target audience, concept development, typography skills, specifications, presentation and credibility are considered for this project.
This ISTD 2023 project focuses on Brief 2: How Sustainable is it? It involves meticulously investigating a sustainable material, product, or initiative. The exploration spans innovative uses of organic materials to synthetics designed with sustainability. It delves into the life cycle, including origin, raw materials, manufacturing, distribution, usage, and potential for reuse. The emphasis is on high-standard research, concept development, and seamless typography integration in the final deliverable, including a strategic component and specifications document aligning with sustainability principles.
The sustainability evaluation goes beyond surface-level analysis, debunking myths, and critically assessing sustainable value. Human input throughout the life cycle is considered, evaluating the validity of sustainability claims. This project offers an opportunity to deepen understanding in the chosen context, presenting a visually compelling narrative that informs, challenges preconceptions, and fosters appreciation for sustainable design practices.
Deliverables
01. Research
02. Conceptual and design development
03. Strategy and specifications
04. Final outcome
05. Supporting imagery
Design Strategy
Beer is a popular alcoholic beverage, but unfortunately, its production significantly negatively impacts the environment. One litre of beer uses up to 298 litres of water to produce, and the rest goes to waste. Additionally, the energy used and over-farming of crops to produce malt can damage our ecosystem. Beer has a high demand for good quality crops to make beer and places considerable strain on agricultural lands. Beer production requires reliable agricultural producers, access to clean water, and stable energy sources. Since beer relies on natural ingredients, its success depends on a fertile and healthy environment. Since beer relies on natural ingredients, its success depends on a productive and healthy environment.
The global goals for sustainable development (SDGs) have highlighted the significant impact that the alcohol industry has on the prevailing climate crisis. While the health, social, and economic harms of alcohol are well-documented, its adverse effects on the environment, biodiversity, water, food resources, and the climate are less known yet authentic, severe, and growing.
To create a sustainable future, addressing the challenge posed by alcohol consumption is crucial. However, finding solutions that do not involve giving up drinking remains a challenge. This issue affects our social lives and threatens our ecosystem, particularly agricultural land and water usage. If left unaddressed, this problem could eventually lead to the disappearance of alcohol and those who enjoy it.
To create a sustainable future, addressing the challenge posed by alcohol consumption is crucial. However, finding solutions that do not involve giving up drinking remains a challenge. This issue affects our social lives and threatens our ecosystem, particularly agricultural land and water usage. If left unaddressed, this problem could eventually lead to the disappearance of alcohol and those who enjoy it.
My aim for this ISTD project is to introduce a new sustainable South African craft beer brand, Coexist, that addresses the environmental impact of the beer industry without compromising on the enjoyment of beer. The key objective is encouraging craft breweries to adopt sustainability as a core value by inspiring them through the Coexist campaign.
Integrating sustainable practices enhances the brewing experience while appealing to the target audience of leading craft beer lovers, specifically millennials. Our vision is to create a future where sustainable craft beer becomes the norm, ensuring that beer remains an integral part of our lives while safeguarding the planet for future generations.
This campaign aims to spread awareness and motivate craft breweries to contribute towards preserving beer as a part of our lives. Coexist marketing campaign is focused on education and highlights sustainable solutions for beer production through packaging and created a poster series that showcases sustainable practices used for brewing craft beer.
This campaign aims to spread awareness and motivate craft breweries to contribute towards preserving beer as a part of our lives. Coexist marketing campaign is focused on education and highlights sustainable solutions for beer production through packaging and created a poster series that showcases sustainable practices used for brewing craft beer.
The target audience plays a crucial role in the solution by receiving support and increasing awareness regarding the lifecycle of beer, from the soil to brewing, distribution, consumption, and ultimately consumption. Millennials are deeply concerned about their future and are eager to contribute to positive change by choosing sustainably produced products.
Coexist allows consumers to enjoy their favourite beverage while making a tangible and positive impact on the environment and future generations.
Our colour palette showcases the brand’s authenticity and is inspired by nature and product ingredients. It symbolises the brewery’s commitment to using locally sourced, environmentally friendly ingredients and practices. The warm and inviting shades evoke a sense of craftsmanship and passion in each brew. The colour palette resonates with the brewery’s approach, signifying its dedication to producing high-quality, handcrafted beers. The chosen typography of Bicyclette is paired with a handcrafted type for the logo, evoking the feeling of authenticity that aligns with the values of Coexist sustainable beer-making process.
The campaign includes advertising new beer branding through packaging, six-pack boxes, and posters to raise audience awareness. Coexist isn’t a one-time initiative but a long-term commitment to environmental responsibility.
The campaign includes advertising new beer branding through packaging, six-pack boxes, and posters to raise audience awareness. Coexist isn’t a one-time initiative but a long-term commitment to environmental responsibility.
Research and development
Thorough research was undertaken before this project’s conception and design phases, as it was deemed a critical component in gaining a comprehensive understanding and developing an informed and essential design solution for the best possible outcomes.
All research click HERE
Logotype development
Logo
The Coexist beer company logo reflects its commitment to sustainability. Each letter in the name 'coexist' represents a distinct meaning related to the company's ethos. The logo's earthy green and blue colour palette signifies organic and conservation themes, while warm gold accents reflect innovation and growth. Overall, the logo is a visual representation of the brand's dedication to sustainability and exceptional craftsmanship.
Typography
Bicyclette is a modern typeface that resonates with the audience's desire for new, authentic brands. It aligns with the sustainable beer-making process. Pairing it with a hand-crafted logo can help the brand attract attention and build customer loyalty by consistently communicating the brand's values. The brand name 'coexist' showcases different meanings connected to each letter, representing conservation, organic farming, energy efficiency, exponential growth, innovation, social equity, and transition.
Colour palette
The earthy tones of 'Harmony Haven' and 'Mossy' symbolise the Coexist brewery's commitment to eco-friendly practices and locally sourced ingredients. The warm shades of' Dusty' and 'Rustic' highlight the brewery's passion for high-quality, handcrafted beers. The accents of 'Gold Grain' and 'Nature' reflect the brewery's innovative spirit. Overall, the colour palette visually engages customers and tells a compelling story of a sustainable craft beer company rooted in nature, quality, and innovation.
Guidelines
Label
Six Pack Box
Coasters
We take pride in crafting our coasters entirely from recycled materials. As a dedicated supporter of our brand, we urge our beer enthusiasts to not only return bottles for a refund and refill but also to recycle bottle caps and six-pack boxes to create our unique coasters. Join us in our commitment to sustainability and enjoy your next drink on an eco-friendly surface.
Poster
Created two posters to promote new craft beer, showcasing their sustainability efforts and values. The first poster highlights Coexist’s principles and goal of making the world better through craft beer. The second poster is a transparency report showcasing Coexist’s sustainable practices and encouraging other breweries to follow.
