The current branding, packaging, and art direction for Beardmans Cold Brew was not successful. There was no solid identity and trademark for the company, which, resulted in a loss in their marketing and sales production. The intention for the company was for it to be bold, however, it was not properly being portrayed. Therefore, the solution was to create a new brand identity throughout--that could do just that.
This would be represented with a new logo, unique graphics, and bold typography. Hence, reflecting the bold personal that their company embodies, and attract consumers more efficiently.
For the brand identity, a new simplified 'beardman' was rendered with sharp edges/ lines, balanced with a narrow, bold typeface, and a hint of color. Within it, 3 colors were chosen for the logo variations: Black to represent the bold coffee concentrate. Orange to symbolize the company's local Arizona sunsets. White was added in the secondary logo (black & white) version for easy translation across print .