Divine Crafts - The brewing company

Background

The owners of a small brewery of low-alcohol beer and cider have been busy testing and perfecting their drinks before bringing them to market.

Although their product is nearly ready, they’ve not started branding the brewery or the products. They’ve approached you to help them develop a name for the brewery, as well as a name for the one beer and one cider that they will be launching.

The company

The company’s mission is to bring to market low-alcohol and alcohol-free drinks that are authentic, delicious, and high-quality — not pale imitations of “the real thing”.

The product needs to be positioned as mainstream so that it looks neither cheap nor inaccessible. The branding should be truly inclusive, avoiding in particular any stereotypes about gender or age, or associations between those stereotypes and particular kinds of drink.

Finally, the brand identity needs to exude quality, in particular showing off the premium ingredients and painstaking process that has gone into creating these exceptional drinks.

Deliverables

A short report on competitors’ branding
Some name options for the brewery, the beer, and the cider
At least three logo options for the brewery, once you’ve chosen a name
4. A font pairing that can work across the brand
A colour palette that can work across the brand. Alternatively, one colour palette for the cider range, and another for the beer range — but the two colour palettes must work well alongside each other
A selection of photos in a consistent style that can be used to support the branding
Brand documentation
Two bottle label designs — one for the beer, and one for the cider

A short report on competitors’ branding

Research direct competitors

Brand name: Athletic Brewing Co.
Any prominent keywords, taglines, or slogans:
- BEER, FIT FOR ALL TIMES
- BREW WITHOUT COMPROMISE
How simple or complex it is to sign up or place an order: Straightforward and user friendly
What typography do they use in their branding:
- Mulish
- Inter
What colour palette do they have
1. 70% HSB – 0 0 100
2. 20% HSB – 198 82 46
3. 10% HSB – 46 78 98
How they use photos or illustrations
- Generously but well balanced
How the brand writes or “sounds”
- Friendly
Your overall first impressions of their brand identity
- Fun, Refreshing
Website: https://athleticbrewing.com/

Research indirect competitors

Brand name: Deep Rooted.Co
Any prominent keywords, taglines, or slogans:
- We're fresh. We're clean. We're rooted in community.
How simple or complex it is to sign up or place an order: Straightforward and user friendly
What typography do they use in their branding:
- Karbon
What colour palette do they have
1. 70% HSB – 38 8 95
2. 20% HSB – 18 32 29
3. 10% HSB – 0 0 100
How they use photos or illustrations
- Generously but well balanced
How the brand writes or “sounds”
- Friendly
Your overall first impressions of their brand identity
- Fresh
Website: https://deep-rooted.co/

Research similar services

Brand name: Celsius
Any prominent keywords, taglines, or slogans:
- Live fit
How simple or complex it is to sign up or place an order: Easy but there’s no direct purchase. Only through Amazon
What typography do they use in their branding:
- DIN
What colour palette do they have
1. 70% HSB – 0 0 100
2. 20% HSB – 0 0 0
3. 10% HSB – 30 80 100
How they use photos or illustrations
- They have a good sliding animation in the middle.
How the brand writes or “sounds”
- Authoritative
Your overall first impressions of their brand identity
- Professional
Website: https://www.celsius.com/

Develop Some Brand Name Options

Word association:

authentic > genuine > Original > Sterling > Kosher > pure > legit
delicious > appetizing > Savory > Delish > Divine > yummy > exquisite > nectarous
high-quality > Superior > Prime > topflight > exceptional > unparalleled > A1 > Special
Small > native > homegrown > Micro
beer > hops > ale
cider
low alcohol > lite
perfecting > evolution > progression
brewery > infusion > mélange > distillation > blend > Craft
alcohol-free > zero > NA > null > nil > sober

Name options for the

Brewery:

1. Sterling Infusions

2. Native Brew

3. Micro Blends

4. Divine mélange

5. Divine Crafts

Beer: Necta-lite

Cider: Necta-Zero