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Process Book Pacific Crest Trail Brewing Company Packaging & Branding


Defining the Idea Reading these books by Dan White and Cheryl Strayed sparked my interest in the PCT. I thought it would be nice if the thru-hikers and other PCT lovers had a specifc beer to unit them and enjoy on and off the trail.

Defining the Company Researching the trail the company is on and those who hike it.


Moodboard The objective was to make products that are rough and fun for thru-hikers and outdoor enthusiasts of all ages. The board shows the audience: thru-hikers or day hikers. This is also a look at competitors with a similar market.


Logo Exploration I began sketching the logo for the main brewery and explored all options. I knew the feeling and visual idenity I wanted to match the PCT attitude.

Though nice for a old brewery, this style was too refined for the trail-goers. Keeping thru-hikers in mined while doing this was important.


Logo Exploration As I sketched, I check marked the ides I thought had potiential .


Logo Exploration Beginning to look at the individual beer and how it will be represented. Still looking at Pacific Crest logo.

This is what later became the actual logo. MILES. 13, 153 FEET.


Logo Exploration


Logo Exploration The shield became a major part of the idenity since the PCT uses a shield trail marker as well (pictured on moodboard). It gets the trail mindset without just becoming a part of the PCT identity.


Refining logos I took the main ideas for logos and reworked them. The chunky hand drawn letters showed the personality of the trail best. Keeping the logo simple now left room for the shield and detail in the label and other products.


Finalized I made three verisons in vector. Getting the rough visual without appearing overly messy was important.


Illustration Creating a unique personality for the American pale ale.


Illustration This character’s personality was a key element. This is a face and eye study to make him tough yet approachable.


Illustration Once the sketch was finalized, I added texture and highlights on top of it to give it life and interest.


Labels Keeping a visual balance between shield, character, logo, and company logo was a detailed process. Various shield shapes and hierarchy were experimented with.


Illustration Going from sketch to vector. Using the character in a dynamic way with the rest of the logo and choosing colors ro reflect the point of view of the beer.


Labels Once the shield was decided on, hierarchy and interest needed to be decided on. Adding texture added the rough visual and attitude I was going for.

Enjoy the taste of the Pacific Crest Trail with our signature American Pale Ale, Three Fingered Jack. The premium Pacific Crest hops give this Pale Ale its fragrant bouquet and spicy flavor with a crisp hoppy finish. The Pacific Crest Trail extends from the U.S. and Mexico border to British Columbia, Canada, some 2,663 miles. It was envisioned in 1932 and finished in 1993. The Pacific Crest Brewing Company followed shortly thereafter, in 1994. Three Fingered Jack is a volcanic summit along the trail that rises 7,841 feet in the Cascade Range of Orgeon. Brewed and Bottled by: Pacific Crest Brewing Company Madras, Oregon, 97741 www.pacificcrestbrew.com Please enjoy Pacfific Crest beer responsibly. GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

ALC. 6.0% BY VOLUME. 448ML

Enjoy the taste of the Pacific Crest Trail with our signature American Pale Ale, Three Fingered Jack. The premium Pacific Crest hops give this Pale Ale its fragrant bouquet and spicy flavor with a crisp hoppy finish. The Pacific Crest Trail extends from the U.S. and Mexico border to British Columbia, Canada, some 2,663 miles. It was envisioned in 1932 and finished in 1993. The Pacific Crest Brewing Company followed shortly thereafter, in 1994. Three Fingered Jack is a volcanic summit along the trail that rises 7,841 feet in the Cascade Range of Orgeon. Brewed and Bottled by: Pacific Crest Brewing Company Madras, Oregon, 97741 www.pacificcrestbrew.com Please enjoy Pacfific Crest beer responsibly. GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

ALC. 6.0% BY VOLUME. 448ML

2, 6

63 M

5 ILES. 13,1 3 FEE T. ONE B

A M E R I C A N W H E AT B E E R

EER

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2, 6

63 M

ILES. 13, 153 FEE T. ONE B

A M E R I C A N W H E AT B E E R

EER

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2, 6

63 M

5 ILES. 13, 1 3 FEE T. ONE B

A M E R I C A N PA L E A L E

EER

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Coasters I needed to keep the coasters cohesive with the brand but also let them be unique and fun since they’ll be used at bars and for promotions. Zooming in on Jack and adding a funny trail tips made them more intriguing.

TRAIL SURVIVAL TIP #59 Bring hand warmers, stay dry, and dress in layers. Jack lost his second finger to hypothermia, try not to do the same.

TRAIL SURVIVAL TIP #31

TRAIL SURVIVAL TIP #12

Wear a broad rimmed hat with a strap like Jack’s. It gives better protection from blowing rain and sun protection all the way around your head.

153 FEET. ONE B MILES. 13, EER. 2,663

OUNTAIN RANGE | MADRAS, O ADE M REGO CASC N

MA D R AS, O R EG O N

153 FEET. ONE B MILES. 13, EER. 2,663

OUNTAIN RANGE | MADRAS, O ADE M REGO CASC N

OUN CASCADE M TAIN RANGE

Eat foods with lots of fat content, like a handful of nuts, just before going to bed to keep you warm during the night. Or, just drink a Three Fingered Jack.


Four Pack Creating scale models of the four pack ensured that everything lined up and remained cohesive with the overall visual identity.

2, 663 MILES. 13,153 FEET. ONE BEER.

2, 663 MILES. 13,153 FEET. ONE BEER.


Finals I created Tshirts in one color and multi colored with the two ways of oranizing the logo. The overall idenity works well together, and each piece is unique yet goes with the comprehensive visual.



Three Fingered Jack