Zero Point

Beer and Branding is an annual competition hosted by AIGA Charlotte that pairs graphic designers with local homebrewers to achieve two goals. The brewer’s objective is to produce a beer with a secret ingredient provided by the judges while the designer’s create a brand centered around their team’s beer. The secret ingredient was ginger. Once our brewer decided to make a honey ginger blonde ale, we began conceptualizing our brand. Thinking about the journey the brewer would take trying to achieve balance with two contrasting ingredients was intriguing. This led the design team to view the brewer as an alchemist striving toward one balanced solution. The concept began to take on a tone that influenced the creation of visuals intended to convey the idea of an accumulated balance between contrasting properties. The Zero Point is the alchemical goal where all tension is dissolved; similar to how a brewer or designer may strive for balance and perfection in their work an alchemist will strive towards the zero point. Contributing Designers: Cory Hester & Parks Sadler Brewer: Art Tucker The following project won Second Place at AIGA Charlotte's Beer and Branding 2018 competition