I have been researching contemporary design and branding to further my development with my John Lewis Swift project. Design studio ArthurSteenHorneAdamson (ASHA) has created the brand identity for the new non-alcoholic bar, which aims to support those recovering from addiction.
I am not necessarily focussing on the bar or their goal, however I am drawn to their brand identity, because of it’s simple but strong logo which includes an all-caps, sans-serif typeface used alongside an illustration. A secondary typeface has also been used alongside a pastel colour palette and a series of other line-based illustrations (below).
I will be taking into consideration elements from this branding when I continue with my own designs, I feel this brand has a lot of life, whereas the route my brand was taking was quite lifeless.