The Pump House Brand Identity
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Client / The Pump House
Design & Creative Direction / Sankhalina Nath
Photography / Aakash Kedia
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The Visual Identity System
The Pump House identity has been designed as a modular system comprising of a defined set of variables. The brand is primarily designed in English complemented by Kannada as a second language.
This helps The Pump House extend its branding across collaterals, spanning from the tiniest food flags to ginormous signages, from print production variations to screen-based visual assets and most importantly from brand identification to brand communication across materials, platforms, spaces and concepts.
The system is made of 4 primary logo lockups (2 in each language), 5 secondary logo lockups, 4 secondary brand marks, 4 tagline lockups, 1 origin statement, 5 beer badges and 5 graphic devices (1 brand pattern, 1 framing element and 3 outlined brand marks).
This is supplemented by a primary and a secondary colour palette as well as a primary and secondary font family with three display typefaces.
This may seem like a lot but the whole system is designed to pair deliciously with each other in different permutation and combination, just like maybe their bitter TPH India Pale Ale pairs with their Teriyaki Braised Pork Bao.
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Primary & Secondary Logo Lockups
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Secondary Brand marks
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Colour Palette
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Font Palette
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The Beers
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Tagline & Origin Statement
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Graphic Devices
(Brand Pattern, Framing Element & Outlined Marks)
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Type & Marks on Imagery