ART DIRECTION | VEHICLE WRAP DESIGN
In 2018, Brew Coop opened their first self-pour taproom & restaurant in San Francisco. They wanted people to have the freedom to try different craft beverages by the ounce, and truly taste them through our rotating draft list. People loved the ability to create their own tasting journey, so they wanted to bring this experience to more people - that's how Cooper the Brew Truck came to be.
🚨 The challenge with this client is that the original identity was very minimal and sleek, much like their retail location. The intention was to present the experience of enjoying craft beer on demand more about the beer and the company you’re enjoying it with, not about the interior. This was meant to seamlessly merge the craft beer pub experience with tech while keeping the process simple.
Simply put, there wasn’t a lot of visual inspiration for me to draw from to create something new, refreshing, yet relevant to the brand.
💡 My Solution to this problem was to create a complex and interesting brand pattern, that could be used tonally, bringing new energy to an otherwise very minimal brand, but without being too loud to feel disconnected to the mothership brand.
Using the bold contrast of the existing brand palette, I was able to create a tonal fill with the pattern for the simple geometric shapes that create the basis of the wrap design. This gives the truck a look that is bold and recognizable from far away, but more rich and complex when viewed up close.
