Responses by Ivan Kulikov, creative director, Terminal Design.
Background: St. Petersburg–based Terminal Design created a brand identity system for Silent Jazz Brew, a new brewery with a passion for experimentation inspired by jazz music. The brand identity is based on a combination of classic and avant-garde styles, traditions and improvisations that are so characteristic of jazz.
Design thinking: We developed a logomark that resembles a treble clef and a monogram consisting of the letters S and J—for Silent Jazz—and made packaging for all types of products currently produced.
The font used to write the names of the drinks became the basis for the identity. Like the notes, it visually gives great opportunities for various combinations and variations, illustrating jazz compositions and the beer drinks themselves.
Favorite details: In the typography, we’ve combined the typeface Berlingske Serif Stencil with contrasting, large, geometric shapes of display sans serifs. Together with the client’s offerings (Jazz Gose To Town, West Coast Moods and Blind Dates), we used abbreviated versions of well-known craft beers (Gose, IPA and Sour), written in a certain way in the general style of the Silent Jazz Brew brand.