The Metal and Beer Fest, held annually at the Fillmore in Philadelphia, PA, is a unique convergence of heavy metal music and craft beer sampling. This event aims to position itself as a pivotal gathering within the metal community by showcasing a wide array of metal bands alongside diverse breweries. To elevate its status and achieve its ambitious goals, a comprehensive rebranding and strategic overhaul were deemed necessary.
In the process of reimagining the brand, I encountered a notable challenge with the traditional "&" symbol prevalent throughout the existing branding. This symbol, characterized by its elegant curves and lines, exudes a level of sophistication that seemed misaligned with the festival's target demographic. Moreover, the old logo struggled with scalability, losing its distinctiveness when reduced in size. To address these issues, we opted for a more straightforward name, "Metal and Beer," and introduced the "x" symbol as a replacement for "&."
The "x" is widely recognized as a marker of collaboration and is deeply ingrained in pop culture, making it a fitting choice for our rebranding efforts. Our new brand strategy, centered around the concept of Metal x Beer, highlights the synergy between the worlds of metal music and craft beer. The "x" is not only a part of our visual identity, serving as a dynamic element across various applications but also symbolizes the union of top-tier metal bands and breweries featured at the festival.
A custom typeface was developed to ensure a consistent and enduring visual identity, moving away from the previous practice of frequent changes. This new brand identity is not just a cosmetic update but a strategic foundation that embodies the festival's essence and paves the way for its heightened recognition and success in the metal community. This transformation encapsulates our commitment to creating a memorable experience that resonates with fans and participants alike, setting a new benchmark for the festival's future editions.
