Emily Pedriks (IDEA Grad 2014), Creative Director at Brandever
How did you become Creative Director at Brandever?
I met the Brandever team at the IDEA Grad Show and basically knew immediately it was going to be a good fit. I hounded them (as professionally and non-crazily as possible) after my interview until they eventually caved and hired me. Turns out I was right, it was a great fit, and I have been with them ever since. I started as a junior designer and have steadily climbed my way up to acting creative director for the company. Brandever is now a team of just three, myself, Claire (IDEA Grad 2015) and our principal Bernie.
Church & State
*Communication Arts award, Excellence in Typography
*Applied Arts, Winner, Wine/Beer/Spirits, Series
Church & State wines are authenticated with highly stylized, calligraphic signatures. Hand drawn emblems that exemplify the style of each different wine they produce.
Church & State
*Communication Arts award, Excellence in Typography
*Applied Arts, Winner, Wine/Beer/Spirits, Series
Church & State wines are authenticated with highly stylized, calligraphic signatures. Hand drawn emblems that exemplify the style of each different wine they produce.
What do you do at Brandever?
For a little under a year I have been creative director to my team at Brandever, being a tiny team of only four (one of whom is former IDEAer Claire Tam), we tend to work very collaboratively. We specialize in packaging, specifically the alcoholic beverage industry, with our primary focus being on wine. I've spent the past 5 years learning the BC wine industry inside and out, and I've also had the opportunity to work on several major international wine projects. It's a tough job but someone's gotta do it!
Church & State: Lost Inhibitions
Church & State granted us complete trust to reinvent their value-tier wine. Resulting in a brand has completely redefined traditional wine marketing and retailing. With over 250+ unique labels, the brand capitalizes on the latest printing technology, and celebrates rapidly evolving language trends. Wildly successful at home, the brand has already expanded into the U.S. and beyond.
What is your process like?
My process is fairly informal and organic, usually letting my research guide the brand story, and from there I go straight to working on visuals. I try and explore as many directions as physically possible, anywhere from 20-100, before I narrow down the 5-ish best options to put forward to the client. I rely heavily on my team for insights and feedback throughout my concept development. I also work with phenomenal illustrators worldwide on many projects. Getting to work with new people from a different skill set regularly is always a learning opportunity and hugely inspirational. I have had the privilege to work with lots of fantastic IDEA illustrators over the years, and not a single one of them paid me to say that.
Church & State: Lost Inhibitions
Church & State granted us complete trust to reinvent their value-tier wine. Resulting in a brand has completely redefined traditional wine marketing and retailing. With over 250+ unique labels, the brand capitalizes on the latest printing technology, and celebrates rapidly evolving language trends. Wildly successful at home, the brand has already expanded into the U.S. and beyond.
“I often look back fondly on the chaos and delight of a room full of sleep-deprived designers-to-be.”
How has work changed during the quarantine?
Quarantine has opened up plenty of opportunities and challenges. Being a small team, our transition into a work from home model has been fairly seamless, but It's been interesting having to adjust and pivot strategies for our clients. Luckily, it seems plenty of people are drinking wine during quarantine and we are fortunate business has been good! I have loved seeing how creatives and designers have found ways to contribute, adjust and support their communities in strange and difficult times. All that said, I can't wait to never have to do another Zoom meeting again.
What type of projects are you currently working on?
Currently I am working on a BC beer project, a premium cider project, several wine projects and my current favourite, a canned wine out of California. A few new wines and some rebrands. We've also seen an uptick in vodka soda projects lately following in the footsteps of Nude, Nutrl and the like. Nothing to show (pesky NDAs) so you'll have to stay tuned!
Church & State: Lost Inhibitions
Church & State granted us complete trust to reinvent their value-tier wine. Resulting in a brand has completely redefined traditional wine marketing and retailing. With over 250+ unique labels, the brand capitalizes on the latest printing technology, and celebrates rapidly evolving language trends. Wildly successful at home, the brand has already expanded into the U.S. and beyond.
Tell us about any awards you won (at IDEA or after).
In IDEA I won a few illustration awards through Capic and 3x3 Magazine, also a handful of awards for design through Applied Arts. At Brandever I've worked on projects that have won awards from Communication Arts and Applied Arts, as well as at the San Francisco International Wine Awards and London International Awards (wine geek stuff).
Flatlander Cider
A cider from Saskatchewan that celebrates their uniquely flat landscape and vast skies.
What are some of the more memorable highlights from your time at IDEA School of Design?
My IDEA highlights probably all happened in the classroom. Working collaboratively with that many creatives, with so many different personalities and styles, all in one room, was very formative for me (and usually hilarious). I love working with my tiny team, but I often look back fondly on the chaos and delight of a room full of sleep-deprived designers-to-be.
MacIntyre Heritage Reserve
A bold and prideful celebration of family heritage, respectfully reinvented. Lake Breeze Vineyards came to Brandever with a desire to create a series of wines as an homage to their Scottish ancestry. Borrowing from the traditional family crest, tartan and motto, the brand speaks to heritage, while remaining bold and contemporary.
Where do you see yourself in the next few years?
To be honest, I'm at a point in my career where I am not really sure where I see myself in the future! Hopefully still learning and improving. I think I will probably continue to work in the beer and wine world, it's become a real passion and has provided a platform for endless creativity for me.
Smart Sweets
As the leader in candy alternatives, Smart Sweets required a packaging update. The challenge was to stand out amongst similar health-oriented products as well as among the saccharine world of traditional candy packaging. The solution was to create a contemporary, bold package that would appeal to just about anyone with a sweet tooth.
What advice would you give to our current students or anyone considering applying for IDEA School of Design, now with concentrations in branding, illustration and interactive design?
My advice to current or future IDEA students is to soak it all up. Make as many connections as you can with professionals through the program and make a good impression. Even if you're not looking for a job from them, you just never know what the future holds. Also, your classmates are resources both now and in the future. Ask them questions, review your work with them, get to know their work. I cannot tell you how many times a former classmate has saved my ass on a project. Whether it's a late night "so my Illustrator crashed..." tech disaster, or a "your illustration style is perfect for this gig" text.
Stoneboat Vineyards
Stoneboat sought to redefine their presence while staying true to their provenance; a remarkable stoney vineyard in the Okanagan Valley. Their reinvention came in the form of a contemporary brand design, prominently featuring Stoneboat's rocky, sun drenched terrain.
For more on Emily, email her at emily@brandever.com or follow her on Instagram @epedriks.
About Brandever
As a full-service branding and strategy studio, Brandever has mastered the elusive and intricate process of powerful storytelling, resonating with consumers, creating brilliant designs and translating them into spirited brands with measurable sales.
Specializing in beer, wine, spirits and high-end foods, we approach each project with a comprehensive strategy, unbound creativity and a healthy dose of intrepidity to create market stands-outs.
For more on Brandever, see brandever.com
