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221B Baker St. Brewery Identity & Packaging

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Logos & Brand
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Graphic Design
Jul 2021
Client:
self

Brand, packaging & creative direction for a Sherlock Holmes-inspired brewery featuring beers and flavors inspired by the world's greatest detective stories. A brand created from the stories within Sherlock's cases but with an approach that avoids cliche and elevates the craft of modern beer identities. The backbone of the identity is design elements inspired by vintage British postmarks, modernized era-specific type, and etchings inspired by the original Sidney Paget illustrations in the Strand Magazine stories. The project is a self-initiated idea that captures the essence of the stories and my love of them.

Collage showing inspirations for the brand including British postmarks, Sherlock Holmes posters, novels and SIdney Paget illustrations
221B Baker Street logo
Animation of the brand marks
Rotation of all 5 221B cans
Can design for Adler's bohemian-style pale pilsner lager
Can design for Baskervilles Peated Moor Stout
Can design for Beekeeper's Friend Farmhouse Cider
Can design for Country of Saints Scarlet Ale
Can design for Rechenback Appenzeller Whet Bier
Animation showing 5 can designs
Details of the can design
Can of Beekeeper's Friend on ice
Six pack design for Baskerville's Peated Moor Stout
Six pack design for Adler's bohemian-style pale pilsner lager
Animation showing 221B Baker St signage during night and day
221B external signage & gold-leafed window
Close up of draft beer with logo on glass and bartender with embroidered 221B apron
221B Baker St. menu & beer menu
Tasting passport Field Notes book and coasters
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