Whichcraft is a concept for an app that I developed that allows people to choose their next favorite beer. By creating recommendations based off of a user’s’ previous beer ratings, the app learns over time how the user rates them and is able to create a personalized taste profile.

For the branding, I created an icon that combines the three essential ingredients of beer: barley, water and hops. I paired this icon with a modern typeface which I altered to create a strong unique mark. For the design, I kept the interfaces and graphics as simple as possible, allowing the user to make quick choices and easily digest the information provided. Additionally, I crafted the accompanying copy with a youthful, edgy voice to target a millennial demographic.