Dragon Fiery Ginger is a type of ginger beer that needed a new branding method to break into the alcoholic market. Traditionally ginger beer is a non-alcoholic drink, mixed with cocktails for an added effect. The company needed a design that would subtly put the beer on par with other major labels.
Instead of placing the alcohol content front and center, however, branding director Clarissa Harteveld went with a more simplistic layout. The previous logo was quite detailed, but Harteveld opted for clear text to be the focal point of the branding process. A small dragon was placed on the top of the lettering, conveying the beer's fiery taste due to the added ginger flavor. Sometimes, minimalism is more effective than excessive detail when it comes to branding.
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