Client: William Grant & Sons | Brand: Sailor Jerry
Sailor Jerry is a spiced rum named after famous American tattoo artist Norman "Sailor Jerry" Collins. The brand is known for incorporating Sailor Jerry's iconic artworks into its promotional materials and packaging.
The client was organising a special bike ride event called The Jerry Can Ride. The idea is the event would begin in Melbourne and travel right up to the Gold Coast, bringing with it customised American motorcycles, tattoo artists and everything 'rockabilly' in nature.
The logo needed to reflect the values of the brand, being classic in style and not bragging about it. Along with the logo, a registration pack was designed which was given to riders giving them all the info on stops along the way and important safety information.
More refined drafts. Exploring varying levels of grit and texture and the idea of incorporating a motorbike handlebar into the jerry can.
Close-up examining the line-work. While the width's of the lines are the same, the lengths and angles are different much like a tattoo would be to give it a hand-crafted look. With some subtle texture in the typeface that was later discarded in favour of legibility.
Colour experiments with the final logo in the top middle.
A spread out of the registration document that details the route that takes place. Starting from Melbourne up to the Gold Coast. Sailor Jerry flash art was incorporated throughout the booklet as well as the ribbon and hatching shading you can see around the map.
