Chattermark
Overview
Crafted identity and packaging system for Chattermark Distillers out of Charlestown, MA.
Partners
Services
Brand Identity, Logo, Custom Typeface, Branding, Packaging
Chattermark
Crafted identity and packaging system for Chattermark Distillers out of Charlestown, MA.
Brand Identity, Logo, Custom Typeface, Branding, Packaging
Behind the Design
Identity Concepts & Sketches
We created hundreds of sketches while we explored identity concepts and logo marks. Below outlines some of the ideas we explored from compass and navigation to frequency and flight.
Compass: Regardless of your path in life the needle always points north; A moral guidance; follow that inner voice and you'll find your way.
Frequency: Communication; patterns and signals; where the story begins; where the story changes course; and where stories are shared;
Flight: Freedom and perspective; Paper plane; unfold and reassemble; A nod to previous life as a pilot; Departing one place for another; temporarily or permanently;
Shape, Symbolism, and the Identity
Evolving the flight concept led us down this path of the paper plane as a symbol for the identity. Direclty connected to the story, the brand and brand strategy we pushed forward and found two shapes that ultimately inspired the visual brand and reinforced the creative strategy.
Using the posterior lines of the plane we found symbolism to represent a bird. The connection to the Air Force, flight, and freedom.
The top view of the plane and the primary shape finds meaning and connection to wings and flight as well as an arrow and the direction it points.
Finding the visual connection between the posterior lines of the paper plane and an icon symbolizing a bird led us to a supporting mark.
Below displays the visual connection where the bird element finds its way into the visual identity.
Paper plane posterior
Angular bird symbol
Natural bird symbol
The tilted bird portrays
a shift in direction
We decided to use the shape likeness between the cutout of the letter "A" in "Chattermark" and the symbol found in the top view of the paper plane.
Below are a limited set of explorations along with the final selection.
Exploring other letter forms for custom wordmark
Working through the characteristics of key letterforms like shape, weight, balance, curves & angles, serifs and cutaways.
Plant Illustration
Packaging illustration of the plants used in the distillery. Subtle detail on the label.
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