An Identity, including a logo and scenic design was developed for the 2015 Bells Family Meeting. The name, Crafting the Journey, was inspired by the Ernest Hemingway quote “It is good to have an end to journey toward; but it is the journey that matters, in the end.” Relative to Bells because of their craft beer company, as well as the origin of the name Two Hearted Ale coming from the two short stories by Hemingway called the Two Hearted River. This project was completed in 2015, through Seeds Marketing + Design. This project was developed & completed with an art director.
Creative Direction, Illustrations & Design: Joe Ficorelli
Design uses one line to connect all aspects of the brewing process from hops and wheat to glass and all of the people in between that are on the continued journey towards expansion and success for Bell’s. A dark yellow orange is proposed as the main color along with black. The yellow is not only similar to the general color of beer, but it also symbolizes social communication, optimism and intellect, all of which are/will be common undertones throughout the “skills week” experience.