Process BookPacific Crest Trail Brewing Company

Packaging & Branding

Defining the Company

Defining the Idea

Researching the trail the company is on and those who hike it.

Reading these books by Dan White and Cheryl Strayed sparked my interest in the PCT. I thought it would be nice if the thru-hikers and other PCT lovers had a specifc beer to unit them and enjoy on and off the trail.

MoodboardThe objective was to make products that are rough and fun for thru-hikers and outdoor enthusiasts of all ages. The board shows the audience: thru-hikers or day hikers. This is also a look at competitors with a similar market.

Logo Exploration

Though nice for a old brewery, this style was too refined for the trail-goers. Keeping thru-hikers in mined while doing this was important.

I began sketching the logo for the main brewery and explored all options. I knew the feeling and visual idenity I wanted to match the PCT attitude.

Logo ExplorationAs I sketched, I check marked the ides I thought had potiential .

Logo ExplorationBeginning to look at the individual beer and how it will be represented. Still looking at Pacific Crest logo.

This is what later became the actual logo.

MILES. 13, 153 FEET.

Logo Exploration

Logo ExplorationThe shield became a major part of the idenity since the PCT uses a shield trail marker as well (pictured on moodboard). It gets the trail mindset without just becoming a part of the PCT identity.

Refining logosI took the main ideas for logos and reworked them. The chunky hand drawn letters showed the personality of the trail best. Keeping the logo simple now left room for the shield and detail in the label and other products.

FinalizedI made three verisons in vector. Getting the rough visual without appearing overly messy was important.

IllustrationCreating a unique personality for the American pale ale.

IllustrationThis character’s personality was a key element. This is a face and eye study to make him tough yet approachable.

IllustrationOnce the sketch was finalized, I added texture and highlights on top of it to give it life and interest.

LabelsKeeping a visual balance between shield, character, logo, and company logo was a detailed process. Various shield shapes and hierarchy were experimented with.

IllustrationGoing from sketch to vector. Using the character in a dynamic way with the rest of the logo and choosing colors ro reflect the point of view of the beer.

LabelsOnce the shield was decided on, hierarchy and interest needed to be decided on. Adding texture added the rough visual and attitude I was going for.

A MERICAN WHEAT BEER

2, 663 MILES. 13,153 FEET. ONE BEER.

A MERICAN WHEAT BEER

2, 663 MILES. 13,153 FEET. ONE BEER.

AMERICAN PALE ALE

2, 663 MILES. 13,153 FEET. ONE BEER.

Brewed and Bottled by: Pacific Crest Brewing Company

Madras, Oregon, 97741www.pacificcrestbrew.com

Please enjoy Pacfific Crest beer responsibly.

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

Enjoy the taste of the Pacific Crest Trail with our signature American Pale Ale, Three Fingered Jack. The premium Pacific Crest hops give this Pale Ale its fragrant bouquet and spicy flavor with a crisp hoppy finish.

The Pacific Crest Trail extends from the U.S. and Mexico border to British Columbia, Canada, some 2,663 miles. It was envisioned in 1932 and finished in 1993. The Pacific Crest Brewing Company followed shortly thereafter, in 1994. Three Fingered Jack is a volcanic summit along the trail that rises 7,841 feet in the Cascade Range of Orgeon.

ALC. 6.0% BY VOLUME. 448ML

Brewed and Bottled by: Pacific Crest Brewing Company

Madras, Oregon, 97741www.pacificcrestbrew.com

Please enjoy Pacfific Crest beer responsibly.

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

Enjoy the taste of the Pacific Crest Trail with our signature American Pale Ale, Three Fingered Jack. The premium Pacific Crest hops give this Pale Ale its fragrant bouquet and spicy flavor with a crisp hoppy finish.

The Pacific Crest Trail extends from the U.S. and Mexico border to British Columbia, Canada, some 2,663 miles. It was envisioned in 1932 and finished in 1993. The Pacific Crest Brewing Company followed shortly thereafter, in 1994. Three Fingered Jack is a volcanic summit along the trail that rises 7,841 feet in the Cascade Range of Orgeon.

ALC. 6.0% BY VOLUME. 448ML

CoastersI needed to keep the coasters cohesive with the brand but also let them be unique and fun since they’ll be used at bars and for promotions. Zooming in on Jack and adding a funny trail tips made them more intriguing.

CASCADE MOUNTAIN RANGE

MADRAS, OREGON

2,663 MILES. 13, 153 FEET. ONE BEER.

CASCADE MOUNTAIN RANGE | MADRAS, OREGON

TRAIL SURVIVAL TIP #31Wear a broad rimmed hat with a strap like Jack’s. It gives better protection from blowing rain and sun protection all the way around your head.

TRAIL SURVIVAL TIP #59Bring hand warmers, stay dry, and dress in layers. Jack lost his second finger to hypothermia, try not to do the same.

TRAIL SURVIVAL TIP #12Eat foods with lots of fat content, like a handful of nuts, just before going to bed to keep you warm during the night. Or, just drink a Three Fingered Jack.

2,663 MILES. 13, 153 FEET. ONE BEER.

CASCADE MOUNTAIN RANGE | MADRAS, OREGON

Four PackCreating scale models of the four pack ensured that everything lined up and remained cohesive with the overall visual identity.

2, 663 MILES. 13,153 FEET. ONE BEER.2, 663 MILES. 13,153 FEET. ONE BEER.

FinalsI created Tshirts in one color and multi colored with the two ways of oranizing the logo. The overall idenity works well together, and each piece is unique yet goes with the comprehensive visual.