January 6, 2012 | 2 Comments
Designed by Helms Workshop | Country: United States
“Workshop teamed up with the group during its genesis, working closely with the founders on naming, brand development and an extensive brand identity system including packaging, advertising and the company’s online presence.
The primary goal in developing the brand was to build a unique expression of the brewery’s brash personality and bold, crisp brewing profile. A second goal was to help the group make a substantial impact in a market quickly filling with new breweries.
We noted that in a town with eight craft breweries in development, no one had claimed Austin as part of their name. Austin Beerworks was born.
The first step in brand development was to have the Beerworks team list everything that contemporary craft beer looks like: illustrated hops, fields of grain, mountain streams, bicycles and dogs, etc. The second step was to cross each of those off the list of visual possibilities, and to focus on what makes the brewery unique.
The result was a brand identity that doesn’t lean on traditional beer clichés, and immediately helped Austin Beerworks capture the attention of the industry and stand out in the marketplace. It doesn’t hurt that the beer’s great, either. Beerworks won a Great American Beer Fest medal after just 4 months in business!”