The Alchemist Brewery provides New Englanders with sustainably made premium IPAs, employing artistic and unconventional ideas and flavors all while giving back to their community. The current logo consists of “Alchemist” written on a curve in sort of a funky script font, paired with an alchemy symbol as their icon. The Alchemist as a brand is at a turning point, where they desire more consistency within their branding to create a unified look and feel for better brand recognition. For my rebrand I used the phrase, exemplar craft with a hint of magic, to guide my research and design. The Alchemist is known for their quality purist beer blends while also having a fun quirky side to their brand. This is why I choose to use a modernized black letter logo font to illustrate exemplar craft while using the “sparkle” icon and cheeky pen and ink illustrations to represent the hint of magic/fun.
The chosen style-guide.
