This was a conceptual branding project created for the second half of professor Mary Ann Casem’s studio II class. For this solo project, students were given five weeks to develop a brand identity of our choice. My brand, Candlewyck’s, is an establishment that is an amalgamation of a pub, a bakery, and a brewery. This conceptual ‘Pub’ would be located in the historic district of Savannah, Georgia. Savannah traditionally has two separate target audiences when it comes to night life, the younger student audience and an older crowd consisting of Savannah residents and tourists. It was important to me to create a brand that appealed to both audiences while also conveying a sense of relatedness to the rest of Savannah’s visual presence.
I was inspired by both Savannah’s ‘vintage’ architecture and modern type styles, and I attempted to mesh the two to create a sort of visually modern Americana.
The name and the logo both originate from a character from Carlo Collodi’s The Adventures of Pinocchio, Candlewick, who is turned into a donkey after indulging too exuberantly in life’s pleasures. I like to think that the name establishes the ‘pub’ as an enjoyable, indulgent establishment with a classical, cultured backdrop.