The Brand Identity
During the discovery phase, we collaborated with Metal Beard Club to learn more about their audience and brand goals. What was very unique about this project was that in narrowing down the audience, we had to actually narrow down the "genre". The metal genre actually has a huge family tree of different subgenres; each one with their own heritage, subculture, and visual language which, if we weren't careful, could've visually pigeon-holed the brand. With this in mind, we created a highly flexible brand identity that was, by metal music standards, visually general enough to not cater to one specific subgenre, yet still retained the heavy and brutal.
In working with their visual language, we also worked with them to establish their verbal tone, which plain and simple, had to be in-your-face and over the top. This ultimately influenced everything from the color palettes to the type choices.