Last year, the team behind Briggs approached me about creating their visual identity and brand. It was an incredible job, and at times I’d admit it felt a little daunting – but nothing truly rewarding is ever easy – is it?
A substantial part of the project was to develop a compelling brand story about Briggs. When I looked closely at the people behind Briggs, I saw a team of talented, driven, and passionate individuals who were stepping out of a routine that most would feel very comfortable with. Actually, they were taking a leap out of structure and security and into the abyss of uncertainty.
The notable thing is, they did it without skipping a beat. No hesitation. No looking back. They just did it. It seemed extraordinary. And this word – extraordinary – is what developed the identity of Briggs.
What does it mean to be extraordinary? Sure, it can mean incredible, amazing, or exceptional. It can also mean unusual, unique, or uncommon. It’s a word that balances what Briggs is about and what it values most – the ability to create simple, great tasting food and drinks while focusing on honest value.
And that’s where the bumblebee came in.
Without going to lengths of the backstory of the bumblebee, I will tell you that its significance and relevance is profound. The bumblebee is a symbol of simple, extraordinary achievement, but at the same time – there’s really nothing special about a bumblebee. It’s not like other “extraordinary” animals – a cheetah, or a blue whale, or even a falcon. A bumblebee is simple, hardworking, and focused. It may be a little clumsy, but it’s sincere. It does what it does, and it does it well.
Even the flight of the bumblebee perplexed physicists for the longest time…
“According to the theory of aerodynamics, the bumble bee is unable to fly. This is because the size, weight and shape of its body in relation to the total wing span makes flying impossible. But the bumble bee, being ignorant of these profound scientific truths, goes ahead and flies anyway and even manages to make a little honey along the way.”
Now, after months of work, a flood, and all the usual complications that go along with opening a new business – Briggs is open. They quietly opened their doors and have continued to focus on creating great tasting food and drinks.
It was great to have experienced this project from concept to completion. Being able to work with a team that ranged from chefs to interior designers, and collaborating with vendors on apparel, print, signage, and more, truly expanded my capacity as a designer and skills as a creative.
With that said, you can see the completed projected here.