Malt Culture
Client: Anthology Pte Ltd
Creative Direction & Design | Brand Identity Development | UI/UX Design
The concept of Malt Culture was to create a digital content platform that brings users through a journey of discovery into the world of craft beer. Its aim is to educate audiences on the culture surrounding craft beer, from stories of brewery founders to home-brewed beer movement. In an age where knowledge is used as social currency, this gave a brand a unique opportunity to serve as a nexus for this unique space.
Note: This project has not been launched as of January 2021.
The craft beer culture is one of vibrancy and excitement because every brewer, every batch, and every flavour has their own story to tell.
This needed to be reflected in Malt Culture’s identity, portraying a balance between finesse surrounding the culture and the spirited attitude in which it is approached. As such, all the brand’s designs have a take on this concept of contrast.
The logotype is bold and strong, which taking on curved edges and a beer bottle illustration to lend an approachable look to the design. The selected sans serif typefaces give a modern look to the brand. The application of the brand identity can be seen below, utilising the grainy illustrations coupled with energetic colours and contemporary structure. Image treatment includes a slight bump in contrast and a focus on humans.
An Almanac For All Things Malt.
The online platform for Malt Culture would consist of a “Home” page where all the latest updates would be consolidated, an “About” page to talk about the Malt Culture vision and heart, a “Culture” page to house all video and editorial content, and an “Events” page to notify users regarding upcoming micro activations like pop-up bars.
The last page “Shop” would lead to the Hopscotch Malt Culture online store where users can find different crafts beers from different brand partners as well as some labels from Malt Culture itself. The store also includes brewkits and other merchandise for sale to give users a one-stop-shop solution to feed their (newfound) passion for craft beer culture.
