Craft Delivery – Designing a Cohesive Brand System for Ontario Craft Liquor Delivery

Quick Info

  • Role: Brand & Visual Designer

  • Project Type: Brand Identity Design

  • Tools: Adobe Illustrator, Adobe Photoshop, Figma

  • Timeline: 2017–2018

  • Location: Waterloo & Greater Toronto Area

  • Deliverables: Logo design, brand identity system, marketing materials

craft_delivery_logo

Overview / Context

Craft Delivery is a liquor delivery service focused on Ontario craft producers. The company connects customers to LCBO selections and local bottle shops while emphasizing convenience and support for local craft beverages.

I was tasked with designing the complete brand identity system for the company prior to its launch.

Design & Brand Objectives

  • Develop a modern, approachable logo and visual system reflecting fast, app-style delivery

  • Highlight Ontario craft producers and craft beverage authenticity

  • Ensure consistency across app interfaces, marketing collateral, social media, and promotional campaigns

  • Create a flexible system scalable for future growth

The Challenge

Craft Delivery needed a clear and recognizable brand identity to support the launch of their liquor delivery service. The brand needed to communicate convenience and modern delivery while highlighting their focus on Ontario craft producers.

Design Process

Research & Inspiration

  • Analyzed delivery services and craft branding aesthetics

  • Identified visual cues to communicate speed, reliability, and craft authenticity

Logo & Icon Development

  • Explored concepts such as door knockers, packages, and bottles to symbolize delivery

  • Focused on simplicity, clarity, and recognition, suitable for app icons and digital media

  • Iterated multiple concepts with client feedback to balance modern delivery aesthetic with craft authenticity

Brand System Development

  • Developed a visual language including typography, color palette, and iconography

  • Designed marketing assets to drive awareness and engagement

  • Ensured consistency across digital, print, and promotional materials

Collaboration & Feedback

  • Maintained open communication throughout the iterative design process

  • Adjusted the system to align with business goals and launch timing

  • Delivered a flexible, scalable identity system for long-term use

craft_delivery_logo

Design Approach

Logo Design

  • Combines a door knocker symbol with a modern logotype

  • Simple, bold shapes ensure recognizability across multiple media

Brand Identity & System

  • Typography: modern, legible, and approachable

  • Color Palette: friendly and adaptable, evoking craft beverage aesthetics

  • Iconography & Graphics: scalable and versatile for apps, social media, and print

Marketing & Awareness Materials

  • Templates and graphics for social media campaigns

  • Promotional materials targeting Kitchener-Waterloo and Greater Toronto

  • Consistency and clarity were central to design

Execution

  • Delivered a full brand system including logo, typography, color palette, and graphic assets

  • Created marketing collateral to raise awareness and attract customers

  • Ensured flexible application across digital and print platforms

  • Provided guidance for future campaign scalability

Logo Design

Door Knocker Promo 1

Door Knocker Promo 2

Outcome / Impact

  • Developed a cohesive brand system that reflected the client’s vision and market positioning

  • Marketing materials helped generate awareness and attract customers during the launch

  • Provided a foundation for Craft Delivery’s digital presence, app branding, and promotional campaigns

  • Strengthened the brand’s positioning as a local craft-focused liquor delivery service

Reflection

This project reinforced the importance of building a versatile, scalable brand system that balances functional clarity with aesthetic appeal. It also strengthened my approach to creating cohesive visual identities across multiple media and applications.

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