MAYHEM!
LOGO, BRANDING, VR TASTING ROOM DESIGN
Welcome to Mayhem!, a collaborative space where brewers from across High End, Anhueser-Busch's craft business unit, meet with the end goal of disruption and innovation in the craft beer scene.
The Mayhem logo leans heavily into the spirit of disruption by being a constantly evolving and changing mark, rather than a traditional logo. The only constraints for how the "logo" appears is to use an underline underneath the word, and to use an exclamation point at the end. This encourages breweries to put their own twist on Mayhem, both adapting it to fit their branding and stretching it to create something totally new and unique. The ever-shifting logo is supported by soft gradient backgrounds and duotone photo elements for a cut-paper collage aesthetic that feels fun, accessible, and inspires you to cause a little Mayhem!
VIDEO: CHRIS KELLEY
