![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/edc0c59a6d79dcb35cdb641e_rw_1200.png?h=6ee96264cedc41d5fe3b7d470eb1d455)
indent was asked to create a logo for Grant McMullin’s side-project micro-brewery, McMullin’s.
The look and feel he envisioned was immediately realised through a few sketches and type study revisions which soon had the letters flowing with stylish interaction.
The letterforms maintained a sharp and rigid aesthetic with confident posture to balance the dynamic, lively swashes.
The look and feel he envisioned was immediately realised through a few sketches and type study revisions which soon had the letters flowing with stylish interaction.
The letterforms maintained a sharp and rigid aesthetic with confident posture to balance the dynamic, lively swashes.
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/6ef7ce2c4cc285f6e962f8cb_rw_1200.png?h=bc493d94af6ae8dac7d327f6c5bcf6e0)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/29b233447ba15f38a399d064_rw_1200.png?h=b9789f0fa7d23fa5446027969d74c907)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/288155043ced5c8d4bf80084_rw_1200.png?h=1f6e24db4d94ddced1a0774c8ba5b4f9)
Every design project has some makeshift-numerology injected that gives the piece a little more depth and soul.
Particularly in this case a baseline angle of 18° was used, eighteen being the legal drinking age in South Africa.
Particularly in this case a baseline angle of 18° was used, eighteen being the legal drinking age in South Africa.
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/5e298d295afe5439d7731753_rw_1200.png?h=c87e1a462ecf1030b520f407f6ab99ce)
A prevalent brand characteristic for McMullin’s is minimalism — from the colour palette to the lack of a holding device or pay-off line — and this had to be extended onto the bottle branding.
Simply running the logo vertically up the side gave it a remarkably distinguished and striking appearance.
Simply running the logo vertically up the side gave it a remarkably distinguished and striking appearance.
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/d5dd64a2ed8fc8d1be6e18e7_rw_1200.png?h=374cf217aa3a235ab56ff0b615cdd28f)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/20d0d104b19a28a511f188c7_rw_1200.png?h=43d67006bbb5943121fc1612a97c8bd5)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/792b5ae359efa1864aa4f690_rw_1200.png?h=0e2ec4cdd1af89cc2d8699540b696007)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/b48dae6c9b9b702fd2b0b9b7_rw_1200.png?h=ed8600dc3974cd64f504e4b0cafe9e11)
Art direction and graphic design: Denton Pretorius
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/69489215734e6f90365c5f96_rw_1200.png?h=75c21a6fd0c7943dbd2b29435aff92c0)