One of my favorite hobbies is enjoying craft beer: it is constantly evolving, varies from different regions, and each beer has it’s own different quirks and qualities. This is exactly what good design is to me. A good craft beer is honest to it’s fermentables and locality. There is no need to overcomplicate the process. As a designer I have similar aims: to glean a concept from the specificity of a brand and that performs a needed function. Like a good brew, there is an honesty to competent design.