Trying Something New
In focusing on product design, I came up with a concept for a Black-owned Brewing company in my hometown, Milwaukee, WI. The name would be Miltown Brewery, sporting a nickname used by many residents of the city.
The "Why?"
Maybe you're asking yourself the following question:
"Why is the focus on it being a Black-owned company?"
To answer that, I actually performed research on the number of breweries owned by an African-American in North America, let alone Wisconsin. There are not very many at all, which saddened me. However, what I did find that People's Brewery became America's 1st Black-owned brewery, right within my home state-- It was run by Theodore Mack.
When it came to this design, I wanted to imagine a can that had the soul of my city on its wrapper, and within its taste. That would explain the artwork on the front, showcasing the Milwaukee River and Mark di Suvero's "The Calling" which I turned into a vector-based design using Adobe Illustrator.
Behind the Design
My process started with brainstorming and old-fashioned rough sketches.
I needed to figure out the story I wanted to tell to the person visiting Milwaukee for the first time and having a drink, as well as the person who was born there.
Figuring out the brewery name was quick and easy, but finding the actual face of the brand was not. In looking below, you'll see the wordmark that is, and the one that almost was Miltown Brewery.
Thanks for viewing!
See more of my work at BrandonHadnot.com
