ABOUT

These are the types of projects that I truly love. Something that personally appeals and allows creative freedom.

My local taproom recently installed a Toad table (a traditional Sussex pub game where you throw brass coins (Toads) onto a lead topped table with a hole in it. They were looking to build a team and needed a visual identity to promote the game to their customers.

I designed a logo that would capture the spirit of the game, providing a strong identity for the toad team as they started to play other local pubs and taprooms. As it turns out, the design ended up with a further use as the Head Brewer decided to brew a celebratory beer to mark the entry to the league. My design and beer name (Leading Edge) ended up being used.

The character design was based on a hand drawn sketch that I recreated in Illustrator. I wanted a design that was reminiscent of a pub clip with the central character sitting on a simplified representation of a toad coin. The addition of the stylised 3D text added some depth to the design. Working with the existing brand colour pallet, I created something that was eye-catching and playful.

The design works well on social channels and has been featured across several owned promotional channels for the taproom and the brewery (Heathen Brewers).

The further use of the design as the POS of their new beer, Leading Edge, was an unexpected but exceptionally cool development.

The design remains in ongoing use and is planned to feature on taproom merchandise in the future.