Brand Strategy & Identity System | Crimson FinchOverview
The Crimson Finch is an independent craft beer brand built from years of brewing passion, technical knowledge and a genuine love of community. What began as a homebrewing journey in 2016 evolved into an award-winning brewing practice, with founder Carl becoming a certified BJCP beer judge and winning Champion Brewer at the Queensland Amateur Brewing Championship.
The brief was to create a brand identity system that felt distinctive, professional and memorable, while still retaining the warmth and personality of the founder’s story.
Client: The Crimson Finch
Industry: Craft Beer / Brewing
Project Type: Brand Strategy, Visual Identity, Logo System, Packaging Hierarchy
Timeframe: 3 months
The Solution
I developed a complete brand strategy and identity system for The Crimson Finch, including an overarching logo, supporting logo types, colour palette, typography system, graphic assets and visual direction for product labels.
The identity system was designed to give the brand both personality and flexibility. The logo needed to work across multiple applications, from packaging and tap decals through to social media, signage and printed collateral.
A clear packaging hierarchy was also established to help future beer labels feel consistent while allowing each product to have its own personality. This gave the brand a scalable system rather than a single standalone logo.
The final Identity Guide included:
Brand strategy and positioning document
Mood board and visual direction
Primary logo design
Supporting logo variations
Colour palette and application guide
Typography recommendations
Graphic assets and supporting visual elements
Imagery, illustration and iconography direction
Packaging and label hierarchy guidance
Brand playbook to support future marketing and product rollout
Project Summary
For The Crimson Finch, I delivered a full brand strategy and visual identity system that translated the founder’s brewing journey, technical expertise and community vision into a cohesive brand.
The result was a flexible and memorable identity designed to support product labels, marketing collateral and future brand growth — giving the business the clarity and confidence it needed to stand out in the craft beer market.