The Edit: five new projects including Away Days Brewing Co by Land of Plenty

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. The British owners of The Toffee Club, a popular football pub in downtown Portland, Oregon, were offered the chance to take over the brewery space next door. They wanted to use the space to continue the football theme without alienating any of the local beer-drinking purists. The result is the Away Days Brewing Co, an independent brewery and bar, rooted in travel, adventure and the finest European beer. London-based design consultancy Land of Plenty was tasked with creating the new bar’s identity, and ultimately found the solution in the double meaning of the name. In the US, Away Days relates to days off from work, whereas, in the UK, it’s a reference to following your football team on the road. The visual language revolves around a bold stripe, referencing parasols and awnings found on bar terraces on warm summer evenings as well as the nostalgia of classic football jerseys. This is complemented by a sans serif wordmark and mascot (Away Dave) that are more in-keeping with a streetwear brand than a brewery as part of a wider plan to appeal to a younger beer-drinking crowd. OK Drugs is a cannabis start-up from California that’s looking to get ahead during a green rush that’s quickly crowding the burgeoning new market. Cape Town-based studio Parsons Branding was commissioned to design their identity to help them build an audience. OK Drugs’ packaging is filled with tactile intricacies that make for an immersive user experience: pre-rolled joints feature custom filters and colour-coded patterns; matte soft-touch boxes are printed in a way so that when users read the copy, it simulates rolling motions; and secret messages are printed on the glue line of each box.