Identity Design & Branding
Audience Demographics
Visual Direction
Identity Design
Branding
Introduction
Mash of the Titans is a beer festival hosted by Park Brewing in Lake Nona, Florida. Unlike most beer festivals that hand out trophies to showcase the best of the best, the core idea behind Mash of the Titans is a collaboration between Florida’s best breweries to create one-of-a-kind brews.
The Problem
To attract both beer-drinking enthusiasts and local craft brewers, the identity design had to be bold and instantly recognizable, keeping in mind scale and usability for future events.
The festival was originally scheduled for April 4, 2020, but was postponed due to COVID-19. Therefore, the original design was developed and placed on hold until further notice.
Audience Demographics
There has been an increase in female craft beer consumption over the past few years, so appealing to both demographics was considered even though, statistically speaking, beer has always been a male-dominated market.
Festival Attendees
- Mostly males between 21 and 45 years old
- Educated with possible fraternity affiliations
- Lives in nearby neighborhoods - Lake Nona, Orlando, Kissimmee, St. Cloud, Winter Park, College Park, etc.
- Median household income of approx. $50-100,000 / year
- Eager to explore different beer varieties
Breweries
- Mostly males between 35 and 55 years old
- Possibly self-educated and/or an entrepreneur
- Lives anywhere in the state of Florida
- Median household income varies per business
- Lacking ego and humble about their craft
Visual Direction
Once the event name was selected to become Mash of the Titans, I read up on Greek traditions, art, and mythology. I learned beer has been produced in prehistoric Greece since the Bronze Age. Even though beer is not Greece's most popular drink of choice —spoiler alert: it's wine — there's a greater sense of brotherhood bonding beer drinkers overall.
Identity Design
The logos for Mash of the Titans were developed with multiple applications in mind with and without the festival year and date. The warm color choices reflect energy, optimism, and fun, with dark blue anchoring an otherwise over-stimulating brand palette.
Logos
Unofficial Mascot
During the research phase of this project, I stumbled upon the story of Atlas, a half-man, half-god giant (a.k.a. Titan) who led a war against the Greek gods. After a brutal defeat, Atlas was condemned to carry the heavens on his shoulders as punishment. According to mythology, Atlas was often associated with navigation and mathematics. It was believed that farmers used his rotation of the sky to plant crops for a successful harvest.
As it relates, the connection between the story and the festival was the symbolic act of holding up the heavens which is similar to the role Park Brewing plays in hosting and gathering top-talent breweries from across the state. The mascot represents a collective understanding to hold craft brewing to a higher standard. It's not about who is the best, but what can be done with the best.
Design Elements
Branding
Festival Attendee shirts
Staff / Brewer shirts
Cut-out Standee
OOH Advertising
