GOODCITY BREWING
- T-SHIRT DESIGN
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Branding, Product Design

——— OVERVIEW

In 2018, Good City Brewing sought out to design a T-shirt that catered toward an audience of staffs and consumers. The end product should be something distinguishable from the current merchandises, while still maintain the consistency and brand presence to the staffs and customers.

A tour to Good City Brewing location in Milwaukee East Side was scheduled with the intention to investigate the products and environment, meet with the clients, explore the brand history, behind-the-scene and brand identity. Employee interviews were conducted to get better understanding of the project scope and problem statement. The next two meetings were then set up to go over several visual solutions from 6 designers, and feedbacks from the clients, to determine the final proposal that met the project goals.

Timeline: September 2018 - December 2018

My Role(s): Lead Designer

——— THE CHALLENGE

How might we create:

• A T-shirt for the staffs that they can enjoy and represents the brand?
• A T-shirt that can communicate with the customers, helps them acknowledge the staffs?
• A T-shirt that is different from the current merchandise, bring some colors into the design?
• Something new, creative but still consistent and brand-recognizable?

——— Research and Analysis

Target audience:

• Customers: Milwaukee residents, regular customers, people who likes craft beer – Good City Brewery products, people who likes spending time and hanging out at the brewery with their friends and family
• Employees: Good City Brewery staffs and employees

Key words/languages:​

• Have beer. Have food. Have conversation.
• Incorporation of the Key element, avoid bright colors, not a fan of hoodie
• Unique and different way to represent the staffs, express their pride and enjoyment to their jobs​​

Surroundings:

• Colors: neutral and warm colors
• Interior design: architectural aesthetic, modern and urban. Brilliant use of spaces.
• Lighting: warm and neutral
• Sounds: Quiet and moderate in the morning
• Smells and tastes: Delicious, comfortable and moderate

——— The Proposed Solutions

• Bring more focus on the Key logo
• Introduce new graphics and colors with similar tone
• Have the word “Staff” on the T-shirt

——— Review Sessions

FIRST REVIEW SESSION

Rough ideas based on proposed solution

Problems:

• Visual elements were complicated and had too much going on
• Other elements overpowered the focal points
• Budget-related concern