DURATION BEER
B R I E F
Phase 1 required a new logo, primary typeface and colour palette for this quality-driven farmhouse brewery in Norfolk. In phase 2, the logo will expand to package, stationery and goods in later 2019.
S O L U T I O N
Duration’s previous logo had an issue of visual hierarchy and panoramic ratio. Thus, I proposed a circular logo with the abstract Mobius shape of D. It embeds Duration’s core mission, such as quality ‘scientific’ brewing. The effortlessly clean logotype carries authenticity, and little circles symbolise yeast, which will be an essential connection for the yeast graphical elements on the website. 
D E S I G N  D I R E C T I O N
Erica Yunwook Choi, 5HT studio
L A B E L  A R T W O R K
Henry William Seigfried Muller
C H A L L E N G E
Refining creative solution with great respect of the existing logo system.

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