Illustrator
Photoshop- 🖊 Sketching
Designing a timeless logo for a company renowned for enhancing the cocktail and food industry.
The Challenge
The challenge for this logo redesign was to blend the history and prestige of the company with a modernized twist—to create a mark that would be timeless, simple and recognizable
The Solution
Through the creative process I was able to design a logo that incorporated all the necessary themes in order to produce a timeless, yet modernized redesign sprinkled with cultural significance that elevates the company's brand.
Research & Sketching
In my research, I was able understand the vivid history of Angostura Bitters and how it came to be. Following the rich timeline, from its creation as a medicinal tincture, to a family run and operated business, there were many important connections to be made. While learning about the company and the product, I also looked into cultural clues from both Trinidad and Tobago, as well as cocktail culture to help tell the bigger story.
Taking my research and narrowing down important themes to explore was key to guiding my sketching. From there, I went down many paths that could express these themes until I settled on three concepts that were strong enough to move forward with.
Digitizing
The next step was bringing my concepts into Illustrator and vectorizing them. Here I was able to perfect the concepts and explore different typefaces that would bring the logo together.
Iterations
Option 1:
Royalty
The concept of royalty came from Angostura being the only bitters company to be royally appointed. Queen Elizabeth II credited the company as the royal family's official aromatic bitters producer. This gave Angostura a sense of presitge and high regard.
Option 2:
Modern
For a modern concept, I wanted to keep the design minimal. As a permanent staple in the food and cocktail industry, the "A" structurally signifies a strong foundation and durability to last, much like the company itself.
Option 3:
Cultural
In Trinidad & Tobago there is a large national pride around Angostura. From cultural cuisines prepared with the bitters, to medicinal uses, the Trinidadian people are very proud. By incorporating the national bird, the Scarlet Ibis, the new logo was able to pay homage to the culture of Trinidad & Tobago.
The Final
Through the creative process I was able to design a logo that incorporated these important themes and characteristics in order to produce a timeless, yet modernized redesign sprinkled with cultural significance that elevates the company's brand.
