Five Points Fermentation

This was a brand concept done in a trade in a fermentation and herbalism mentorship over the course of about a year. The brand never really lived to see the light, but it might be my favorite among all of the brands I’ve ever conceived.

The Magical Microbiome

Five Points is an historic neighborhood of Denver—known for its deep roots in jazz. We wanted to pull elements of that history, particularly around bright, bold colors, while straying away from the modern food movement’s focus on “clean” eating and overly white/bright imagery to make sure the 5 Points brand stood out. And, because the concept was also built on deep water life, I turned the logo into a symbol that both looked like a treble clef (a nod to jazz) and a ship anchor.

The entire brand concept tried to tie together imagery and iconography of the subterranean—the ocean and your gut. We wanted to push the perspective on images so lines were blurred between what was what.