HF-BANNER-v3

Humble Farmer Brewing Co.

Humble Farmer is a brewery and taproom in Southern California. They are best known for their unique beer crafted with ingredients sourced from local farms. Originating from a rural town, Humble Farmer has adopted the agricultural aesthetic as their brand. 

Humble Farmer wants to attract more customers by finding a visual identity that unifies and elevates the brand. 

Humble Farmer is a brewery and taproom in Southern California. They are best known for their unique beer crafted with ingredients sourced from local farms. Originating from a rural town, Humble Farmer has adopted the agricultural aesthetic as their brand. 

Humble Farmer wants to attract more customers by finding a visual identity that unifies and elevates the brand. 

Humble Farmer is a brewery and taproom in Southern California. They are best known for their unique beer crafted with ingredients sourced from local farms. Originating from a rural town, Humble Farmer has adopted the agricultural aesthetic as their brand. 

Humble Farmer wants to attract more customers by finding a visual identity that unifies and elevates the brand. 

Services
Logo Redesign
Visual Identity
Packaging
Collateral

Services
Logo Redesign
Visual Identity
Packaging
Collateral

Services
Logo Redesign
Visual Identity
Packaging
Collateral

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Original Logo
The original illustration is too detailed to function in small sizes. The order of hierarchy between the name, illustration, and sub-title is unclear. Their green and black don't have enough contrast, so the text needs outlines to be read. I can see the old-fashioned style that they are going for, but the overall logo needs clarity. 

Main Goals
Maintain some small-town charm while modernizing the logo. Present a friendly attitude that will attract customers. Stand out from other alcohol providers. 

Original Logo
The original illustration is too detailed to function in small sizes. The order of hierarchy between the name, illustration, and sub-title is unclear. Their green and black don't have enough contrast, so the text needs outlines to be read. I can see the old-fashioned style that they are going for, but the overall logo needs clarity. 

Main Goals
Maintain some small-town charm while modernizing the logo. Present a friendly attitude that will attract customers. Stand out from other alcohol providers. 

Sketches
I began exploring farm imagery that's inviting. Humble Farmer uses various crops for their beers, so I focus on farmland instead of one particular plant. Humble Farmer's home-town is known for its hot weather, so including the sun is special to the brand story. 

Ultimately, a combination-mark seems more ownable than common farm imagery on its own. 

Sketches
I began exploring farm imagery that's inviting. Humble Farmer uses various crops for their beers, so I focus on farmland instead of one particular plant. Humble Farmer's home-town is known for its hot weather, so including the sun is special to the brand story. 

Ultimately, a combination-mark seems more ownable than common farm imagery on its own. 

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"Work Hard Stay Humble" is Humble Farmer's existing motto. Adding their motto to the side of the can expresses their identity and adds a unique element for their shelf presence.

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Torn edges add visual interest while supporting the "humble" aesthetic. Flavors have bright colors that stand out against the dark green can and add a pop of shelf presence.

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Symbols
The sketches behind the flavor names are actual farm symbols used as shorthand. Using these to identify flavors adds even more visual interest and stays true to their farm identity. 

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Compared to the competition, Humble Farmer's base green is unique and the style of flavor-label stand out.

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Contemporary Classic
The modern graphics ensure that Humble Farmer fits in the modern age of beer, but simple typographic choices give products that touch of heritage that they were aspiring for. 

Seasonal
A special look to quickly spot a seasonal fave.

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Portfolio

JadeBrand a luxury airline

Humble FarmerRebrand local brewery

3:16 CafeRebrand of a family-owned cafe

MednotesBrand a high-end medical product

Latinx Resource CenterBrand a college resource center

Brickhouse DeliRebrand of a fast-casual eatery

Connect the DotsCreate and brand an after-school program

Contact

Phone: 760.540.4035
Email: tomnegrete25@gmail.com

© Tommy Negrete 2021
Graphic designer

Logo & Brand Design

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