Project Overview
Wildling is a hypothetical independent craft brewery based in Melbourne, developed through a two-part university project that involved creating a complete visual identity (including a logo, stationery, and website) and extending it into a fully branded annual report.
From in-depth market research and audience profiling to digital collage and layout refinement, this project showcases my ability to craft thoughtful, consistent brand systems and extend them into complex publication designs using professional design tools and production standards.
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Develop a visual identity for a startup brewery that reflects its artisanal, sustainable values, and then apply that identity to a multi-page annual report that maintains brand consistency while handling dense content, financial data, and professional typesetting requirements.
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The identity began with brand strategy: a name, logo, and visual language that capture Wildling’s raw, ethical approach to brewing. Drawing on themes of craftsmanship, sustainability, and community, I created a custom wordmark and emblem, supported by an earthy, harmonious colour palette and organic line illustrations derived from hops and grains.
The identity was then extended into an annual report, where I employed paragraph and character styles, master pages, and a structured layout grid to deliver a professional, print-ready document. Visual elements were modified or created to ensure alignment with the brand essence, and typography was carefully managed to support clarity, hierarchy, and tone.
Initial research and ideation involved developing the brand’s backstory, defining its core values and essence, analysing direct and indirect competitors, profiling target customers, and gathering inspiration through moodboards and visual references.
Research & Ideation
A mindmapping and word association exercise helped generate a name that captured the brand’s natural, ethical, and community-focused values.
Brainstorming a range of aspects that outline the brand’s identity to prepare for visual exploration and brand development.
Logo Development
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Following design-thinking exercises and peer feedback, I began exploring a concept that reflected Wildling’s raw, natural ethos, incorporating organic forms and hop-inspired motifs.
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I developed a series of digital logo iterations exploring composition and detail, aiming to create a balanced design that captured the brand’s essence. The chosen typeface blends contemporary and classic qualities to reflect Wildling’s fusion of tradition and innovation.
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I explored green hues drawn from native hop vines and burnt oranges that reference traditional brewing practices and local ingredients. As complementary colours, they offered a balanced and harmonious foundation for the brand’s visual identity.
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The finalised logo was expanded into a comprehensive suite, including primary and secondary lockups, a standalone logomark, and a logotype to ensure versatility across applications.
Stationery & Website
Annual Report
To extend the Wildling identity, I designed a multipage annual report that applied the brand’s visual language to a long-form print format. The layout includes consistent typography, colour palette and illustration style, using a clear grid and strong hierarchy to keep things organised, engaging, and on-brand.
I incorporated simplified data visualisation to present financial information in a clear, approachable way, and used handwritten notes alongside digital collages to bring personality and story to each section of the report. These creative choices helped reinforce Wildling’s brand values while making the dense content more dynamic and digestible.