ILA JAGANNATH

While working at The Boston Beer Company, I worked on a project to
design a logo promoting Boston Beer's sustainability initiative across all of their breweries. 

I was asked to design a logo that incorporated both beer and sustainability, could be used across all Boston Beer brands, and could be placed on tee-shirts and recycling bins in their breweries. I chose to address these requests by creating a beer-inspired take on the traditional recycling logo. My goal was for it to appear as though by pouring the drink into the earth, hops would grow leading to the creation of the same drink. 

For my first draft of the logo, I created two versions. One, featuring my idea of the beer pouring and the hops growing, and the other symbolizing the hops growing from the earth. The sustainability team asked me to explore both logos, but to incorporate 3 arrows, similar to the traditional recycling logo. They also asked me to ensure that there would be room for the brand logos to be placed in the center, so I turned down the opacity of the earth imagery. Their final request was that I choose an earthier green for the color. These changes are seen in my second draft.

After viewing my second draft, the sustainability team requested that I bolden the arrows and reduce the number of hops to make the recycling aspect of the logo more obvious. After making those changes, I customized the logo to each brand's specific drink or signature glass shape, and added in the brand logos as seen in my final version. It was also important to me that the logos were a single color to reduce the cost of printing on shirts and creating vinyl stickers for the recycling bins.