Gen!us Craft Lager
Gen!us Craft Lager
Gen!us Lager one the UK’s first ‘light’ craft lagers, at only 3% ABV and 72 calories per can. It is brewed with the finest pilsner malt and three varieties of hops.
This new brand needed an identity which reflected its unique proposition. The marque itself is derived from a serif typeface with lots of character added to the letter forms. The exclamation mark symbolizes the ‘eureka’ moment and the exceptional intellectual or creative power associated with the name.
For a type based brand mark like this, I looked at a lot of fonts.
An early concept sketch.
Another early idea.
Early worked-up concepts.
Early worked-up concepts.
Early worked-up concepts.
Early worked-up concepts.
A breakthrough, looking at a true genius from history, Leonardo Da Vinci.
Da Vinci’s handwriting as a font!
The final brand mark.
The Gen!us brand family.
Leonardo Da Vinci themed backdrops used in outdoor advertising.
The brand coming to life in the bar environment.
As a new start-up craft beer brand, creating an arresting logo would be crucial to our success. Working with Mr Smith Creative proved to be an excellent choice. Thorough, thoughtful and highly collaborative, Andy crafted a distinct, stylish logo that perfectly captured our brand's DNA.
Jason Clarke, Creative Director
Gen!us Brewing Ltd
Find out more - https://geniusbrewing.com