Pelt and Kurl is a fictional craft beer company that appeals to the BDSM community. The aesthetic developed for the brand conveyed the darker side of adventure within the realms of gothic themes. The approach to creating the Pelt and Kurl style was to challenge the imagination with suggestive messaging and imagery, and to allow for different touch points for the target audience to connect. This was a departure from the stereotypically overt and extreme depiction of BDSM and the stigma surrounding it.
The exploration of the kink-curious ‘tribe’ led to the development of a graphic language with suggestive symbols such as references to sensory deprivation and bondage play in the crest. Using reversal techniques in the branding, I alluded to the submissive-dominant roles observed in the BDSM culture.
Client: Pelt and Kurl (fictional company)
Categories: Branding, Identity Design, Campaign, Print