We were approached by Glassics Brands in Singapore to help with the development of a new beer brand to be launched in Thailand.
The development involved pre-launch concept testing, for which three Watermark Creative illustrators crafted a range of illustration styles. During this phase, the team explored images of cannons, falcons, dragons and clipper ships that could be used for branding and packaging.
After testing, it became apparent that the dragon concept was favoured, and Phill Small was briefed to further develop the dragon into a simplified, graphic logo.
“One of the challenges in simplifying anything down to this degree is considering the negative space surrounding the image. These shapes can cause an image to feel unbalanced and be quite distracting, which you should avoid when developing a logo,” says Phill, who took great care to imbue the dragon with expressive movement, detail and dynamism.
When contrasted against the matte black background, the gold dragon logo brings an element of quality and prestige to the beer packaging. Both the packaging and the beer have received great reviews since launch.
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