Brief

It’s common in most pubs to have one cider on tap, usually of low quality, these are predominantly made of fructose syrup (Strongbow, Blackthorn etc.).
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Portobello Brewery's aspirations are to be contenders to the mainstream cider sector without compromising on quality. After lockdown ends they plan to re-launch Pavement Press in their London based bars.
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They are looking to appeal to a younger audience (18-25), young professionals who are brand aware. Hopefully they can convert people who usually drink bottled flavoured cider to be future Pavement Press drinkers.

Experimentation

After identifying the direction for the brand I began to visually experiment. The aim was to take a macro look at cider. This can showcase the quality of the product as well as individual interactions in the city. I settled on using a drop of liquid, which is used to distort patterns representing a break from the linear flow of life and power of pavement press to change the monotonous to memorable.

City life constantly pushes forward. This relentless pursuit of the future leaves us disconnected from those who surround us. Our paths head in the same direction but never cross. Pavement press aims to break the cycle. This is represented in the graphics where lines mix in liquid.