The presentation of artwork and direction below was a pitch I created for Santa Fe Brewing in March of 2023.
My artwork is based off of the official visual identity of the NMX Standard line of beer. I wanted to honor the existing imagery, however, my spin was to evoke something more complimentary of the homegrown and New Mexican pride that is promoted in the advertising. These mountains that are part of my illustration stem from the imagery of the Sangre de Cristo Mountains that surround the city of Santa Fe. You can find hikers, mountain bikers on the foothills as well as skiers and snowboarders further up on the Santa Fe Ski Basin. Citizens of Santa Fe feel deep respect and admiration for the mountains and the land they call home. My placement of the Santa Fe Brewing logo above the mountains worked perfectly as being the sun that shines down upon Santa Fe and all of New Mexico that is famously tagged as the Land of Enchantment. This idea also ties into the color palette which is meant to show the orange values that you see during a sunset that are some of the most beautiful in the world. Tan is supposed to be representation of the golden shine placed upon the foothills and tall grass you see in the landscape during the afternoon golden hour.
Creative Process:
🍺1. Inspiration comes from the official branding for the NMX Standard beer line that you can find on the Santa Fe Brewing Company social media platforms and on their website.
🍺2. Reviewed SFBC's current marketing material, brand guides, and media assets
🍺3. Created rough and refined sketches
🍺4. Designed and finalized the vector graphic
🍺5. Looked up imagery of the official beer can, and packaging to make sure I could find and create the most accurate mockups possible to show the real world setting
🍺2. Reviewed SFBC's current marketing material, brand guides, and media assets
🍺3. Created rough and refined sketches
🍺4. Designed and finalized the vector graphic
🍺5. Looked up imagery of the official beer can, and packaging to make sure I could find and create the most accurate mockups possible to show the real world setting
Rough Sketch
Refined Sketch
Hand Lettering & Illustration
Front T-Shirt Design
Back T-Shirt Design
Beer Can
