FOOL ME TWICE LOGO DESIGN BRIEF

The logo

• Words we want in the logo: “Fool Me Twice”, or “Fool Me Twice Brewing Co.”  
• Do you have a tagline?  “Damn Fine Beer”
• Provide five adjectives to describe your logo.  Some examples are below.

         Playful, Modern, Simplistic, Bright, Slightly humorous?

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Tell me about your company:

• Explain what your company / organization is and does.

• We are a homebrewing operation based in Brooklyn, NY that makes beer for parties, competitions, and our friends.

• How are you different than your competition?

• We pride ourselves on the fact that it is a two man operation, and we brew everything in-house with natural ingredients from start to finish.

• What are the benefits of your product/service?

• No benefit, other than enjoying interesting and uniquely delicious beers.

• What attributes of your business / organization would you like your logo to reflect?

• We want the name of the company to be featured, but we also have been using the number two in various names of our brews, and we’d like to possibly have the logo play on the idea of two.

• How do you intend to market your company?

• We have a facebook page currently, but we will be competing in the NYC Saison Day on March 12th, held by the Allagash Brewery, and we’d like to make cards to give away.

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Goals and Objectives:

• What do you want to happen as a result of this project?

• For one, we’d like to have cards available to hand out to our customers, so that they will help spread the word, but we’d also like to feature this logo on our packaging going forward as well.

• Identify long-term and short-term objectives.

• Long term we would like to expand our operation beyond homebrewing and make a small business of brewing our own beer. Short term is again, to make cards and limited edition labels for our small batch beer going forward.

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Describe what you want designed:

• Describe your aims and requirements in detail here — the more specific, the better. Tell the designers what is required, but also let them know where they’re free to be creative.
• What key pieces of information / copy need to be included?

• Obviously the name “Fool Me Twice” or “FMT” or “Fool Me Twice Brewing Co.” Possibly something like “Brooklyn, NY” or “South Slope, NY” as a location, but not necessary.

• Include any images, sketches, or documents that may be helpful.

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Competitors Design

• Use Google to search for similar designs that you like, include at least (4), explain why you like them and what to include / exclude in your design

• We’d like to avoid the traditional oval with words inside design that so many beer companies use. We’d like something a little outside of the norm, ala the Sixpoint Brewery (we like how it doesn’t fit into a standard oval or rectangle, and isn’t standard fonts), Flying Dog Brewery (we like how it incorporates an animal that plays on the name) , or even the Samson Craft Beers, as it the artwork plays off the name (not Samson brewery)

• Do the same exercise but look for (4) competitors designs that you DO NOT like and explain why.

• Founders, because it has a cheesy font with bad colors and mismatched styles of art. Anchor Steam, because it has too much going on and is too painted looking. Sierra Nevada, as we don’t really want it to be on a plaque with a landscape in the centerpiece. Carlsberg, as it is TOO traditional with the green oval and royal/fancy font.

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Who is your target audience?

• Who are you trying to attract with your marketing message? Be specific.

• Young hipster types, but not the edgy punk scene, as this isn’t meant to be gimmicky. We want them to see the design as confident, modern, with a touch of humor.

• What is the overall message you want to convey to your target audience?

• We want them to think that this beer is small batch, hand crafted, with high end ingredients and flavors that you might not find elsewhere. We also want them to think we have a sense of humor about the whole thing.

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What colors would you like to see in your logo?  (It is usually best to stick to one or two colors):

• Red:  Something similar to the Grateful Dead colors, but a little muted
• Blue: Same as the Red, but more muted than the actual logo
• Grey: Something that would work well with both

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Below you see different ‘genres’ of logos.  Please pick one that suits your design needs.

We like the Word Mark, Emblem Mark, and possibly a Character, but thats the last option.

lastly:

• If your logo was a celebrity, who would it be?

• A mix between Michael Fassbender from Prometheus and Jeff Bridges from True Grit

• How important is this project to you on a scale of 1-10?

• 10