Second Line Brewing is a family-owned craft brewery from New Orleans, Louisiana. Established in 2014, they decided it was time to redesign their company logo. The first idea was to keep a connection to the previous logo and make some face-lifting changes. Strong typography was used meanwhile as a transitional solution, so we take it from there.
We wanted to show the tradition, connection to festivals, and joy of celebration. As the Mardi Gras festival was the direction for the old logo design, it was the first option to explore. How it can be presented in a new way and what was the most recognizable symbol that connects the old and new? The Umbrella – tradition, creativity, and vibrant joy. Our first design proposals were connected to the umbrella.
After this first round, we all agreed that the umbrella is a great connection to the tradition, but it sets the mood of just one festival. Although that festival was well-known, it was too limiting. The second idea was to introduce the connection to all the festivals, music, and joy overall. So, we moved to the drums as our next inspiration. We created a new logo in the shape of a drum and dynamic typography. It works very well and also sets a modern and cheerful mood for every label.