Weathered Souls Brewery is a renowned Black-owned brewery that began its journey in Texas. Best known for its acclaimed Black is Beautiful stout, this rising brand has now chosen Charlotte, North Carolina, as its new home. With their grand opening set for November 2022, the goal was to create a refreshed brand identity tailored to the Carolina market. While the new branding incorporates elements of their existing visual style, it plays only a subtle role in the overall design direction. Drawing from their Texas roots, I ensured that their Southwestern heritage remained present, while developing a look and feel that is entirely new, one that reflects the spirit and quality they have worked so hard to build.
Client
Weathered Souls Brewery
DELIVERABLES
Product Design Logo Design Art Direction Creative Direction
Year
2023
Role
Creative Direction
For the brand direction, we drew inspiration from key competitors in your market, such as KENT, Quality Control Concrete, and other notable names in the commercial and multi-family sectors. We analyzed what made these brands stand out while also identifying areas where their visual identities could be improved. This approach allows KMAC to remain grounded in the construction industry while carving out a distinct and memorable presence in the market.
Next, we’ll dive into the Logo Concept. For this, I focused on creating a bold and distinctive 'K' that sets KMAC apart in the market while still honoring the company’s history. The goal was to craft a mark that feels strong, professional, and instantly recognizable, something that reflects both the legacy of your brand and its forward-thinking direction. This custom 'K' serves as the foundation of the visual identity and helps establish a lasting impression across all applications.
