Friday, October 2, 2015

Design Trends in Beer: Line Craft

Over the past year we've seen a pretty significant showing in the design and branding world of a technique described as mono-line or line craft. It is defined by a consistent pen stroke throughout the illustration or logo. This style, which has been a popular way of illustrating infographics is making a strong appearance in craft beer, cider and kombucha graphics.

What does it communicate?
When diving deeper into what attracts craft brands to this particular visual aesthetic, we found the following words used to describe their brands: Precision, care, pride, craftsmanship, passion, commitment to quality, balance, consistency

Fleeting or enduring?
This style has quite a bit of range in how it is executed, from very technical and pragmatic to hand-drawn and expressive. With an ability to communicate many things – and provide significant clarity and readability at shelf – we think line craft has some longevity in the category.

Below is a collage of examples we found particularly interesting. Have thoughts, drop us a line!




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