Logo Design: Zoo Brew

Wilder institute/Calgary Zoo

Contributions > Logo Design / Visual Identity / Event Branding / Environmental Graphics / Digital & Print Applications / Merchandise

Overview

Zoo Brew is an annual after-hours event blending the excitement of a craft beer festival with the unique setting of the zoo. As the event grew in popularity, the need arose for a distinct visual identity—one that could stand out in marketing, appeal to new audiences, and remain true to both craft beverage culture and the zoo’s brand.

Approach

Developed a logo and visual system that balanced the bold, expressive character of independent breweries with the established identity of the zoo.
Incorporated bold typography, handcrafted textures, and character-driven marks to resonate with the craft beer community.
Anchored the identity to the zoo by integrating a lemur illustration into the wordmark, with its tail forming the second “O” in “Zoo,” adding personality and reinforcing a connection to the zoo’s wildlife.
Selected a condensed sans serif typeface for adaptability across formats, ensuring consistency from digital campaigns to signage and merchandise.
Applied a distressed texture to the wordmark, evoking vintage brewery labels and reinforcing the handcrafted, tactile nature of the event.
Designed the system for flexibility and clarity across a range of applications, including posters, digital ads, tasting vessels, and on-site graphics.

Outcomes

Delivered a distinctive, memorable logo and supporting visual identity that set Zoo Brew apart from traditional zoo event branding.
Created a cohesive brand system that appeals to craft beverage enthusiasts and zoo guests alike.
Ensured visual consistency and impact across marketing, merchandise, and event environments.

Impact

Strengthened brand recognition and guest loyalty for Zoo Brew year over year.
Successfully bridged the worlds of craft beverage culture and wildlife experience.
Enhanced the event’s profile and appeal within both the craft and conservation communities.