DOWNEAST / Boardwalk FMB Rebrand
SHORT BRIEF.
Relaunch Downeast’s FMB range under the “Boardwalk” sub-brand, with a focus on tapping into the nostalgia of boardwalk culture. The logo needed to clearly differentiate the line from cider while still feeling connected to the brand. At the same time, the team was exploring whether the Downeast mark should appear on the front at all, requiring logo directions that could stand on their own or work within the existing system.
Relaunch Downeast’s FMB range under the “Boardwalk” sub-brand, with a focus on tapping into the nostalgia of boardwalk culture. The logo needed to clearly differentiate the line from cider while still feeling connected to the brand. At the same time, the team was exploring whether the Downeast mark should appear on the front at all, requiring logo directions that could stand on their own or work within the existing system.
WHAT WE DID.
We developed multiple directions for the Boardwalk logomark, then explored how the selected mark could flex within the existing can design, including options with and without Downeast branding. The focus was on creating a clear hierarchy and distinct identity without changing the overall packaging system. Final concepts were applied to key flavors and delivered as renderings and production-ready artwork for research and rollout.
We developed multiple directions for the Boardwalk logomark, then explored how the selected mark could flex within the existing can design, including options with and without Downeast branding. The focus was on creating a clear hierarchy and distinct identity without changing the overall packaging system. Final concepts were applied to key flavors and delivered as renderings and production-ready artwork for research and rollout.
Logo workmark, overview of initial concepting sketches
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Logo workmark, refined versions created for logo study
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Cans with final Boardwalk logomark prominently positioned within the udpated design hiearchy.
Before
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After
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