About the project
Joe Java-Stout is a blogger who focuses on craft beer and the connections people can make over a good brew. Joe tells stories of his favorite craft beers, places, and events in a local radius so that others can follow his stories and experience the wonders of beer with him.
For this logo, I wanted to create something that captured Joe’s personal touch, so I decided to hand-letter his name, as if he had done it himself. I also created an illustration that embodied a moment in every tap room that Joe longs for and enjoys: the clash. Together these elements convey a personal uniqueness that match the tone of Joe’s blog. The color choices are based off of Joe’s favorite brews and help to give a worn and established look to the brand, capturing Joe’s experience at his craft.