Brand Mark Development for The Front Row

A visual identity shaped by the textures, stories, and spirit of Lux Row Distillers. Designed to feel authentic, elevated, and real, The Front Row brand mark system reflects the unique access, warmth, and care that define this premium membership experience.

My Role

As Design Director at AnyRoad, I led the creative direction for The Front Row brandmark system. I partnered closely with our internal brand designer, providing strategic input, feedback, and brand foundations to guide the development. My role included defining what this identity needed to communicate, aligning it with the broader Lux Row brand, and ensuring that the final marks were flexible, meaningful, and built to scale.

The brandmark should represent

Authenticity

Rooted in real experiences, not overly polished or artificial

Connection

Reflecting a direct link to Lux Row and its distillery environment

Carefully Crafted

Elevated without feeling elitist

Versatile

Adaptable across packaging, digital, events, and multi-tier membership

Memorable

Distinct enough to stand alongside Lux Row’s portfolio of brands

Design considerations included

Use of Lux Row typography and complementary, timeless typefaces

Inspiration from stencils, barrel marks, and hand-applied textures

A focus on legibility, simplicity, and long-term brand relevance

Brand Thinking

Presentation Highlights

Key Artifacts

The Distiller's Seal

References typography on barrels: circular, texture, stencils and mixed fonts
Modular mark system with monogram, emblem, and logotype variants
Feels authentic, official, and heritage-esque
Monogram feels high end, exclusive and mysterious

Concept A

Typographic Heritage

Built from Lux Row’s mixed-type system
Classic lockup with serif and sans-serif balance
Feels timeless and integrated with the parent brand

Concept B

Front and Center

Simple and elegant type-first approach
Focuses on putting the “Front Row” type literally being front and center
Combines a refined serif with Lux Row’s own brand fonts

Concept C

The Access Line

A more conceptual take, with a literal “line” symbolizing front-row access
Uses Lux Row fonts and clean structure
Minimal and quietly expressive, designed to scale across digital and print

Concept D

Criteria

Scales across touchpoints

Aligns with Lux Row’s brand

Supports tier expansion

Works in black, white, color

Captures intended brand feel

Client Selection

After reviewing all four directions, the client selected Concept A for its strong balance of heritage, authenticity, and flexibility. The circular mark, inspired by barrel stamps and distillery stencils, felt deeply connected to the world of Lux Row while still standing confidently as its own identity. The system includes a monogram, emblem, and logotype, making it adaptable for packaging, printed materials, digital environments, and future membership tiers.

This direction aligned with the original goals we had defined. It feels crafted, welcoming, and built for members who value insider access and thoughtful design.

Evaluation Criteria

This exploration was about more than just selecting a logo. It was about defining how members would see and feel the identity of The Front Row — across bottle labels, welcome kits, digital cards, and member touchpoints. Each concept played a role in clarifying the emotional tone we wanted to set: familiar, crafted, open, and quietly special.

Final Reflection