Project Statement
This project is the full branding of a central Pennsylvania hard cider company called Bucktail Cider, including logo, packaging, and web design. Bucktail came prepackaged with a logo and Shopify site, but had little in terms of packaging, social media presence, or a website on which the brand could build a future and expand as the company grows.
My goal was to afford Bucktail Cider Co. with everything they would need to launch the brand commercially, while maintaining correct brand voice and attracting the target demographic the company wishes to pursue. In achieving this goal, I worked closely with Paul Tofani, founder of Bucktail, from the project’s outset, first sending him a client questionnaire to better elucidate the brand’s goals, message, and demographic. This proved crucial in establishing the solid foundation on which Bucktail’s aesthetic direction would grow. By learning about Paul’s blue-collar and military roots, coupled with the long history of the Stroudsburg and Pocono regions, we were able to clearly define the brand aesthetic as rustic and heritage without being ‘stuffy’ or overly old-fashioned looking. In essence, the brand would present as vintage and timeless, while still displaying some design quirks to set it apart from the competition.
This project is important because it involves a small startup that needs to set out on the right foot in regards to its branding. This isn’t just hard cider; This is something the company owners have sunk tens of thousands of dollars into. By creating the company’s branding, I knew I was agreeing to be a part of that creative and entrepreneurial process, and to be a part of the Bucktail family. Working with an actual client has also helped me immensely in learning the ins and outs of the creative ideation process; it’s taught me that designing for someone else is all about communication, setting expectations, and laying the groundwork for the final product, before ever sketching a single logo or design.
By laying this groundwork, I’ve been able to design something that I’m incredibly proud of and look forward to one day seeing available to purchase on a store shelf.
