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.
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.
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.
Art direction and graphic design: Denton Pretorius
