PROBLEM: New Terrain offers a unique outdoor, community driven experience, but its current branding and logo do not clearly communicate this. The identity is visually similar to other craft breweries in the area, making it less distinctive and harder to immediately connect to its outdoor recreation lifestyle. This forces a disconnect between the strong experience customers have in person and the brand’s visual presence, limiting New Terrain’s ability to stand out and resonate with its desired audience.
BACKGROUND RESEARCH: Through conversations with New Terrain’s Art Direct James Lambert, I gained insight into New Terrain’s history and the evolution of their visual identity. That research - spanning their brand strategy, mission, and core values - laid the groundwork for a full redesign that better reflects what New Terrain offers its audience.
NEW LOGO
BRANDING GOALS: The new logo addresses New Terrain’s branding goals by creating an immediate positive interaction with the target audience through the flat topped mesa logo. New Terrain’s audience can recognize this symbol before reading a single word. The logo is then followed by “New Terrain Brewing CO” which tells the audience that it’s also a brewery. The vertical and horizontal logo establish consistency across every platform and format while the flat topped mesa signals credibility by communicating where the brand comes form and who it is. The mesa is culturally tied to New Terrain and Golden, Colorado where flat-topped mountains surround the entire brewing. The compass spikes reference the brand’s tagline “for those who wander”, and the earth toned color palette mirrors the actual color of the terrain.
BRAND STRATEGY: New Terrain’s branding strategy is built upon their theme of “for those who wander” focusing on experimental beer, and exploration. The compass spikes address this theme and tagline without going too far off in the wrong direction. New Terrain’s main branding strategy is selling beer and merchandise - having a logo that is aesthetically pleasing was an important decision to persuade customers to want to buy their products.
FINAL SOLUTION: A full brand redesign, with 6 touchpoints, and brand style guide book.