Client: Dray | Year: 2023 | Role: Creative Director
The newest non-alcoholic marketplace on the block! Dray approached me to design a logo, branding, and a website for their brick and mortar launch in Boston.
The goal was to create a brand both fun and unpretentious for all those who ranged from sober to sober-curious.
The founder chose the name “Dray” based on its history as a wagon used to pull barrels of booze, as well as its closeness to the word “dry.” Of course when creating a logo, understanding origin is key to making something special.
The final logo was an amalgamation of a wagon wheel, a martini glass, and a bold, eye-catching orange.
Dray’s punchy palette was inspired by the bright branding in the non-alcoholic beverage space, citrus garnish, and effervescence.
And of course, complimenting a palette like this requires bold typefaces. Approachability was important to Dray as well, so we selected fronts that were rounded and inviting.