Identity / Naming / Strategy
The logo combines the three professions into a compelling icon. The ship of the sailors, the pages of a scholar’s book, and the rows of a farmer’s field.
The number three is pervasive throughout the design of Mel’s Switchel. From the shortening of Melville to Mel, to the ‘three histories’ of switchel, to the three sails on the ship in the logomark, trilogy is explored as a contextual element, subtly and subconsciously aiding in a cohesive identity.
A color system was developed that reflects Switchel’s histories. The core colors of the brand, maroon and orange are inspired by a quote from one of Melville’s stories. Each flavor edition then reflects the professions represented in Switchel’s histories. Blue for the sailors’ azure oceans, green for the farmers’ rolling fields, and gold for the scholars’ long-studied parchments.
These three locations include:
-- a barnside advertisement on the route to Melville's historic farm,
-- Union Oyster House, Boston’s oldest restaurant.
-- Snapchat geofilter on Harvard University’s campus, where the scholars once drank switchel.