Helping a Brewery Brand Take Wing
Ravens brewing in Abbotsford, BC is well known for their award-winning craft beers. Yet, despite their success and popularity, this family-owned brewery was suffering from an identity crisis. They needed to gain consensus on a logo that could be consistently used as part of a greater brand strategy with a unifying look and feel. They wanted to gain ground and expand their sales opportunities by creating an immediately recognizable brand. Since they were also on the move to a new location, they were determined to translate the brand strategy into design of the new space. To do that, they had to finally settle on who they were. That’s where Original Ginger stepped in to help!
Creative Storyboard/Mood Board
Distilling the Essence of a Brand…
We knew what this client didn’t want. They were clear that their current branding just didn’t represent their bold, fun-loving brews. They wanted something that would create excitement and enthusiasm. So, we began with a brand discovery. We brought their team together to discuss and uncover the true values, character, and culture of Ravens brewing. We then explored their target audiences and who they wanted to appeal to and helped them find common ground that allowed us to move forward. Once we figured out the essence of their brand, the next step was to translate that into fresh branding they could all stand behind.
Brewing Up a Brand Makeover!
First, we designed a new logo that everyone loved. Then, we gave them an updated colour palette, new ideas for product packaging, and developed two great taglines that capture the boldness of their beers: ‘The Bold Take Flight’ and ‘Answer the Call of the Raven’. Then we summed it all up in a helpful brand guide that will allow them to keep brand consistency. Since they were also moving to a new location and wanted to create a destination experience that would appeal to a wider geographical audience, we were also asked to provide insights and recommendations on their new space, from a brand perspective. This resulted in 4 themed mood boards that uniquely played off the Raven concept. And they can now be used to properly communicate their brand to their interior designers.
No longer held back by flighty, inconsistent branding, Ravens brewing can soar into the future with a clear focus on who they are, and what they represent.