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DESIGN CHALLENGE

Create a conceptual and site-specific branding system for a brewing company

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GULP YOUR GULCH

Gulch Brews is a conceptual brand for a brewing company based in Nashville, Tennessee. Focusing on form and color, the Gulch Brews branding system draws on the creative atmosphere of Nashville, while also keeping a consistent design to be easily recognized.

THE GULCH

The Gulch is an upscale, trendy community located between Nashville's music row and downtown. This community has a strong focus on connectivity, walkability, and public transportation. Filled with shopping, music, food and murals, The Gulch is the place for young adults who wants to be in the heart of the action in Nashville.

Far Right: Myself and a few classmates, in front of a mural in The Gulch on our 2019 Vox Graphis trip to Nashville, Tennessee.

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gulch

noun | guhlch

1. a deep, narrow ravine, especially one marking the course of a stream or torrent.

ORIGIN OF GULCH

1825–35; compare British dialect gulch, gulsh to run with a full stream, gush, (of land) to sink in, Middle English gulchen to spew forth, gush; expressive word akin to gulpgush, etc.

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COMPETITORS

I began my process by researching the competing breweries in Nashville. I found that a lot of the breweries emphasized their logo with lots of variation for the can designs. 

IDEATION

I was very inspired by the graffiti and murals in The Gulch. I was drawn to the bright colors that painted the streets. I wanted the Gulch Brew branding to be as eye-catching as the murals. I found myself heading in a direction of bright colors and drippy paint.

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VISUAL LANGUAGE

I chose hand lettering for the logo because this allowed for the logo to appear more fluid. The visual language is drawing off the definition of gulch, which means to spew forth. 

I created a visual system that keeps a consistent layout but allows for variety in color. This creates a recognizable design for the audience while also leaving room for anticipation.

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