SCOPE
Brand Identity
Brand Guidelines
Icon Design
BACKGROUND
The National Beer Wholesaler’s Association (NBWA) represents America’s beer and beverage distributors and employs more than 140,000 people across the country. NBWA engaged NJI to develop a new brand to highlight the industry’s innovation and position the organization as a forward-looking resource for members and lawmakers.
01 TYPOGRAPHY
In reimagining the brand’s typography, I wanted to center the people it represents: the wholesalers who spend countless hours on the road, driving across the country. Highway Gothic is a sans-serif typeface developed by the U.S. Federal Highway Administration and the official typeface of American road signage and serves as a subtle nod to the roads they travel every day.
02 COLOR + TEXTURE
Rich blues and reds were selected to make up the primary color palette. This was an intentional choice in order to distinguish NBWA from the homogenous golds that dominate other industry brands. Instead, I selected four warmer tones to make up the secondary palette and are intended to be used sparingly. They can be thought of as literal “splash” of color within illustrations and icons, or when showcasing a beverage liquid.
Inspired by effervescent bubbles in a beverage, it felt relevant to incorporate textures into the refreshed identity to add a layer of richness. Reminiscent of a half-tone pattern they can be added to background or images.
03 IMAGE TREATMENT
The brand needed to capture the full lifecycle of a beverage—from pour to finish. To accomplish this, we developed detailed photography guidelines alongside a bespoke image treatment, both essential to the refreshed identity. Inspired by the look of a freshly poured beverage, NBWA’s custom image treatment uses proprietary textures to infuse photography with energy and depth.
04 BRAND GUIDELINES
It’s also been gratifying to see how the refreshed identity has been thoughtfully incorporated into NBWA’s updated website and mobile designs. The updated color palette, typography, and textures allow for a consistent and engaging user experience.
TIMELESS & FORWARD FACING
The timeless, forward-facing brand captures the direction the industry is going while respecting NBWA’s rich past, as well as the diversity of the distributors today.
