Sam Williamson is a super skilled, experienced, creative authority on brewing beer. After over 10 years brewing beers and heading up teams to create some of the finest and award winning beers in New Zealand, Sam decided to begin his own business as a Craft Brewing Consultant. Sam asked me to provide him with a logo and visual identity for his new business and it was an absolute blast. We discussed Sam's experience, the ambitions for his business and his taste to create some great solutions. After some discussion, we decided on one particular direction, which we were able to build on until it was unmistakably representative of Sam and the quality that his endorsement on a project would provide.

This was the initial collection of designs that I presented Sam with after our initial conversations.

After some deliberation, (I was delighted that Sam had trouble deciding), we went for the Barley logo option. During a fantastic video call, Sam and I were able to refine the design to reflect his tastes and initial feedback. In fact, some of the final design decisions were made during our video call as I adjusted the logo as we went.

After two more rounds of design refinements, I was able to offer Sam the logo design that he was delighted with. An elegant, eye catching design, that presented an ear of barley, patterned with Sam's 'W', held within an elegant beer glass. The logo was created to work responsively, with different iterations working across platforms and on different beer products.