objective.

Protagonist approached me wanting to give their branding a bit of an update. They were happy with their established look, but wanted to incorporate more of a “beer” influence since their current design was pretty abstract. You’d be hard-pressed to guess Protagonist had anything to do with beer if you hadn’t already heard of the brand.

solution.

I pulled the current wordmark and began doing simple little edits to it. Sticking “Beer Co.” below it, boxing things up, adding little symbols n’ stuff. You can see the process below in more detail. Eventually I became fixed on wanting to use the “P” symbol in combination with a beer can. Something about that just seemed cool to me. The duo-tone “P” shape fit right into a can image, so I tried working around that idea. While doing this, I was trying to imagine what visuals I could use to represent the “protagonist” part of things. What things come to mind? A cape? A star? Who knows, but I somehow settled on wings. I guess you could say a protagonist is someone who soars above others, but I dunno. Kinda feels like I’m coming up with an explanation after deciding on a visual. That happens sometimes.