Cold Brewers wanted a brand that resonated deeply with specific demographics determined by age and personality traits. These traits helped to determine personas that better categorized their core demographics.
In order to solve the problem I approached the branding from a type oriented perspective. I allowed the font face to define the personality of the illustration. I saw inspiration in vintage illustration techniques and added a grungy appeal to the design to speak to the roughness of the outdoors and the mountains. The mountains and the bear became symbolic of the free spirited demographic we strived to reach.