Craft Delivery — Designing a Brand System for Ontario Craft Liquor Delivery
Craft Delivery
BRAND IDENTITY · VISUAL SYSTEM · MARKETING DESIGN
Craft Delivery was a new liquor delivery service focused on connecting customers with Ontario craft producers, LCBO selections, and local bottle shops.
Before launch, the company needed a visual identity that could communicate the convenience of delivery while still feeling connected to the local craft beverage community.
I worked on the brand identity from the ground up, developing a logo, visual system, and marketing materials designed to work across digital platforms, promotional campaigns, and the company’s broader launch communications.
Quick Info
Role
Brand & Visual Designer
Project Type
Brand Identity & Visual System
Tools
Adobe Illustrator, Adobe Photoshop, Figma
Timeline
2017–2018
Location
Waterloo & Greater Toronto Area
Deliverables
Logo design, visual identity system, typography, colour palette, graphic assets, and marketing materials
Responsibilities
Brand exploration, logo design, visual-system development, marketing design, and campaign asset creation
The Context
Craft Delivery was being developed as a service connecting customers with craft beverage options from Ontario producers, LCBO selections, and local bottle shops.
The company was preparing to launch into a market where convenience and digital delivery were becoming increasingly important, while local craft producers were also looking for stronger ways to connect with customers.
The brand therefore needed to communicate two ideas at the same time:
The convenience of getting a delivery
and
The character and authenticity of craft beverages.
The identity needed to feel modern and accessible without becoming generic.
The Challenge
The challenge was to create a visual identity that could make the service immediately understandable while giving it a recognizable personality.
The brand needed to work across:
- Digital platforms
- App-related applications
- Social media
- Promotional campaigns
- Print materials
- Local marketing
The identity also needed to be flexible enough to grow with the business.
The central question became:
How can a delivery service feel fast and convenient while still communicating the personality of the craft products and local producers it represents?
Exploring the Brand Direction
I began by exploring visual references from two different areas:
Delivery and convenience
Fast-moving services, packages, door-to-door delivery, and digital platforms.
Craft and local production
Independent producers, beverage culture, local businesses, and the visual character associated with craft products.
The goal was not to choose one direction over the other.
It was to find a visual language that could connect both.
Developing the Logo
The logo exploration began with familiar visual cues associated with delivery.
Concepts explored included:
- Door knockers
- Packages
- Bottles
- Delivery symbols
- Simplified geometric forms
The door knocker became a particularly useful direction because it connected the idea of:
Something arriving at your door
with a more distinctive and memorable visual symbol.
The mark needed to work in multiple contexts, including:
- Digital applications
- Social media
- Promotional materials
- Small-format applications
This led to a focus on simple, bold shapes and a clear relationship between the symbol and the wordmark.
Creating a Flexible Visual System
The logo was developed as part of a broader identity rather than as an isolated mark.
The visual system included:
Typography
A modern and approachable typographic direction designed to remain legible across digital and marketing applications.
Colour
A flexible colour palette designed to feel friendly and distinctive while supporting the visual character of craft beverages.
Iconography and Graphic Elements
Supporting visual assets designed for use across campaigns, social media, and promotional materials.
Marketing Templates
Reusable design elements and layouts that could support ongoing communications and promotional activity.
The goal was to create a system that could remain consistent while still giving future campaigns room to evolve.
Designing for Launch
The identity needed to move quickly from concept into real-world marketing applications.
I created supporting materials for launch and awareness campaigns targeting customers in areas including:
- Kitchener-Waterloo
- The Greater Toronto Area
These materials helped translate the identity into practical communication across digital and promotional touchpoints.
The work included:
- Social media campaign graphics
- Promotional materials
- Marketing assets
- Supporting visual elements for brand awareness
This was an important part of the project because the brand needed to be usable—not just visually polished.
Logo Design
Door Knocker Promo 1
Door Knocker Promo 2
From Identity to Application
The Craft Delivery identity was designed to support multiple levels of communication.
At the smallest scale, the logo needed to remain recognizable.
At the campaign level, the visual system needed to provide enough flexibility to support different promotions and messages.
At the brand level, all of these applications needed to feel connected.
The system was therefore designed to provide a consistent foundation across:
Logo → visual identity → campaign assets → customer-facing communications
Deliverables
The project included:
- Primary logo development
- Logo and symbol exploration
- Typography system
- Colour palette
- Supporting graphic elements
- Marketing materials
- Social media campaign assets
- Promotional designs
- Visual direction for future brand applications
Outcome
The final identity gave Craft Delivery a cohesive visual foundation for its launch.
The work:
- Created a recognizable identity for the new delivery service
- Balanced modern delivery cues with a more approachable craft-focused personality
- Established a consistent visual language across digital and promotional applications
- Created marketing assets to support launch awareness
- Provided a flexible foundation for future campaigns and brand growth
The result was a visual system designed to make the service feel accessible and modern while maintaining a connection to the local craft beverage market.
Reflection
This project reinforced the importance of designing a brand system that can work beyond the initial logo.
A new service needs an identity that can move quickly between different contexts—from a small digital mark to a promotional campaign or a larger marketing application.
For Craft Delivery, the challenge was finding the balance between:
Convenience and character.
Modern delivery and local craft.
Recognition and flexibility.
The final system gave the brand a visual foundation that could support both immediate launch communications and future growth.
For me, the project reinforced an approach I continue to bring to identity work:
A strong brand identity should not only communicate what a company does. It should create a flexible visual system that helps the company communicate consistently as it grows.