by abduzeedo
Explore The Brazen Boar, a medieval brand identity by Jeremy Gordon. This project features rugged woodcut illustrations and bold, scarlet red typography.
Jeremy Gordon brings a raw, tactile energy to branding with his latest project, The Brazen Boar. This identity serves a roaming popup food hall designed for Renaissance Fairs. It avoids the clean, sterile lines of modern corporate design. Instead, it embraces the grit of medieval folklore and communal feasting. The soul of this project lies in its "forged" aesthetic. It feels like it was hammered out of iron rather than rendered on a screen.
The visual language draws heavily from illuminated manuscripts and ancient illustrations. Gordon utilizes a high-contrast palette of vibrant scarlet reds against parchment tones. This choice creates an immediate sense of fire and passion. It mirrors the warmth of a tavern hearth. The primary logomark features an expressive boar illustration created in Procreate. It mimics the look of traditional woodcut prints. This hand-drawn approach adds a level of personality that stock vectors cannot replicate.
Typography plays a critical role in establishing the historic atmosphere. The rugged letterforms are paired with handcrafted textures. This combination makes the brand feel alive and storied. The design problem was to create a mobile identity that feels rooted in history. Gordon solved this by focusing on imperfections. The rough edges and ink-bleed effects suggest a world of manual craft. It captures the humor and grit of a place where strangers gather to drink and celebrate.
In the design industry, finding a balance between historical accuracy and modern branding is difficult. Gordon manages this by using simple, bold shapes that remain legible in a busy food hall environment. The scarlet red acts as a visual beacon. It draws people toward the "roaming" popup from across a crowded fairground. The use of parchment textures provides a neutral ground that lets the bold red pop.
The Brazen Boar shows how illustration can drive a brand’s entire narrative. It is not just a logo on a sign. It is a complete world-building exercise. From the woodcut textures to the specific shade of red, every choice supports the medieval theme. Gordon’s work reminds us that design can be expressive and loud without losing its functional purpose. It is a masterclass in using historical references to build a unique, modern brand. This project stands out by being unpolished in the best way possible. It celebrates the raw energy of the past with the tools of the present.
The project can be seen in full on Jeremy Gordon’s Behance portfolio here.
