Reimagining a Timeless Brand
Crafting a distinctive logo for a company renowned for elevating the cocktail and food industry.
LOGO & IDENTITY DESIGN
The Challenge
The challenge for this logo redesign was to blend the history and prestige of the company with a modernized twist—to create a mark that would be timeless, simple, and recognizable.
The Solution
Through the creative process, I was able to design a logo that incorporated all the necessary themes to produce a timeless, yet modernized redesign sprinkled with cultural significance that elevates the company's brand.
Research & Conceptual Development
Through my research, I learned the vivid history of Angostura Bitters and how it came to be. Following the rich timeline, from its creation as a medicinal tincture, to a family run and operated business, there were many important connections to be made. While learning about the company and the product, I also looked into cultural clues from both Trinidad and Tobago, as well as cocktail culture to help tell the bigger story.
Using my research to narrow down important themes to explore was key to guiding my sketching. From there, I went down many paths that could express these themes until I settled on three strong concepts.
Refining Concepts
The next step was using Illustrator to clean up the forms and refine each logo, while exploring different typefaces that would bring the design together.
Option 1:
Royalty
The concept of royalty came from Angostura being the only bitters company to be royally appointed. Queen Elizabeth II credited the company as the royal family's official aromatic bitters producer. This gave Angostura a sense of prestige and high regard.
Option 2:
Modern
For a modern concept, I wanted to keep the design minimal. As a permanent staple in the food and cocktail industry, the "A" structurally signifies a strong foundation and durability to last, much like the company itself.
Option 3:
Cultural
Trinidad & Tobago takes great pride in being the home of Angostura Bitters—a staple of local cuisine and tradition. By incorporating the national bird, the Scarlet Ibis, the new logo honors the culture of Trinidad & Tobago.
The Final
Through the creative process, I was able to design a logo that incorporated these important themes and characteristics to produce a timeless, yet modernized redesign sprinkled with cultural significance that elevates the company's brand.
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