Madcat

We were the first to think about what the new brewery should be called. In the name, we primarily wanted to project the way in which Jarda and his partners went into business and how he planned to run the business. It was mainly about innovation, progression and an overall approach to brewing that was different from other breweries.

The result of this effort was not to be hundreds of thousands of hectoliters of the average product sold in all the pubs in the area, but golden juice in smaller quantities, but still of first-class quality. This was also related to lower earnings compared to the competition. Such an approach seemed crazy to many industry experts. In short, “mad”.

In the end, a nice coincidence helped with the second part of the name. The client once mentioned during a conversation that a kitten had been roaming around the building and its surroundings since the first moment of the distillery’s reconstruction. He poked his nose everywhere, was interested in everything and made friends with everyone. Especially for a piece of salami or similar goodies. In the end, it stayed in place and became the brewery’s popular mascot. And after all, why couldn’t we project the mascot directly into the title? MadCat was born.

A very important part of the corporate identity is, of course, the logo. We also projected two assumptions into its form. Apart from the name itself, it was an analysis of the market segment the client was entering.

We chose a bristling, i.e. a crazy or angry cat as a logomark. This in the overall logo is supplemented by the name “MADCAT” in Gagalin Regular font. We purposely designed its appearance to be shabby. However, this is not self-serving, on the contrary. “Attrition” refers to the artisanal nature of the company, in which no one is afraid to lend a hand to the harder work when necessary.

If necessary, the logo can also be supplemented with the inscription “CRAFT BREWING”, for which we have chosen the Mont Heavy font. This variant is used in cases where it is necessary to make it clear at first glance what the company does. It can be seen, for example, at markets, beer festivals and other similar events in which the brewery participates.

As a supplement, we also designed a completely separate visual of the cat’s head containing no text. The brewery uses this variant, for example, on some labels.

When creating the logo, we tried to keep it as simple as possible. We wanted it to be as variable as possible and easily adapted for different types of use, for example on labels, coasters, rollups or other marketing materials.

Along with the above, our goal was to create a clear counterpoint to other microbreweries. Many of them are currently presented with cartoon motifs and often unnecessarily complex graphics, which may not always be understandable and seem self-serving. As a result, individual businesses are difficult to distinguish from each other because of this. We clearly wanted to avoid that.

Correctly chosen colors underline the visual identity. For the MadCat microbrewery, after much deliberation, we chose a combination of black, yellow and white. Firstly, they provide a graphic contrast and complement each other very nicely, the yellow is also reminiscent of the golden color of beer. White then his foam again. Finally, black refers to the premium quality of the brand and its products.

In the end, a little unplanned, we also made a lighted logo for the microbrewery. At that time, the newly born company was to present itself at the Internationales Berliner Bierfestival. We created the logo in the South Moravian Innovation Center on a CNC machine and a 3D printer.

Just for the sake of interest, let us mention that a friend helped us with electrical engineering and preparation, who later installed trackers in UN vehicles deployed in Afghanistan, Haiti and other “hot” places in the world. According to Jard, the logo performed well at the festival and attracted the attention of many passers-by.