Holistic brand strategy and design for niche Australian start up. Looking sideways to inject fun and character into a very niche and utilitarian brand and product.
CLIENT: Craft Beer Glasses
INDUSTRY: Beer / Glassware
AGENCY: Freelance
ROLE: Creative Director & Design Lead
OVERVIEW
The brand name is Craft Beer Glasses, the product is Craft Beer Glasses, and the website is craftbeerglasses.com.au - Simple. Craft beer glasses had noticed a partial gap in a niche market and needed a complete creative solution that made a very simple (and potentially fairly uncompelling) offering stand out from the crowd.
Brief in Brief
WANT: Standard ecommerce website design with complete branding and marketing collateral, including brand and marketing strategy.
BRAND VISUALS: Something to elevate the does-what-it-says-on-the-tin business that speaks to the target audience and stands out from the crowd.
AUDIENCE NOTES: Craft beer enthusiasts and their families (particularly the gift buying market).
Challenges
ADDING CHARACTER: With such a literal brand name and straight forward business model, the initial challenge was how to inject character and a sense of playfulness into the brand that would appeal to the target demographic.
PRODUCT CREATIVE: As a start up requiring a full branding and creative solution, in addition to the website, there were obvious constraints when it came to product and product marketing creative, so we had to devise an efficient approach that still fitted with the quality ethos of the brand.
PRODUCT CREATIVE: As a start up requiring a full branding and creative solution, in addition to the website, there were obvious constraints when it came to product and product marketing creative, so we had to devise an efficient approach that still fitted with the quality ethos of the brand.
SOLUTION
The solution involved using the orange line logo symbol to develop a versatile graphic style and suite of assets that expanded the mysterious "orange line" into a graphic device.
A number of simple brand animated illustrations were designed to help with the communication of abstract concepts and to create a more engaging user experience (In certain parts of the site the animation playback was tied to the mouse scroll).
A large suite of custom icons were also created and all this was packaged in contemporary crisp, minimal, lean UX that clearly communicated the ethos of the brand.
