Creating a brand from scratch is one of the most rewarding parts of our job at Craft Instinct. Starting out with our Brand Discovery workshop, we worked with the crew at Hargreaves Hill Brewing Co to create a new stand alone brand that would be released in soley cans, be appealing to a young, adventurous audience and be and absolute show stopper on the shelf. It was quite the journey from start to finish, and the end result is one of our proudest yet.
The core definition of a brand is simply a promise to customers, in the creation of the Sanctus Brewing Co brand, their promise was their outstanding quality of beer. To communicate this promise, we came up with the idea of the the 'holy grail'. The name 'Sanctus' has religious ties, and the tagline 'Brewed in God's Country' plays on this theme too. We decided to explore the ancient quest to find the holy grail, which is much like a beer lovers quest to find the holy grail of beers. Beer is to be worshipped, and this is the underlying message in this concept. It was also important for Sanctus to have visual ties to 'God's Country', their local surrounds, the icons within the checkered area of the can labels all represent different aspects and sometimes physical locations within the Clarence Valley.
The two Adams from Adam’s Whiskey Distillery in Tasmania got in touch when they decided to try their hand in craft brewing with a new venture ‘Grand Angus Brewing’. The Adam’s had a concept, a skull, and as they were releasing two beers to launch, a stout and a pale ale, we decided to explore the relationship a theme of dark vs light. We created the logo, illustrations and label designs for this project, but were also involved in the naming of the SKUs. Utilising the pack, the design came to life. The skull needed to be flexible enough to work over many different releases, with different themes, so a ‘candy skull’ concept was chosen. The shape of the skull, and consistent placement throughout the releases creates a strong, easily recognisable brand, that pops from the shelf.
Hargreaves Hill is a well respected brewery from the Yarra Valley. Established in 2004, by Australian standards they were one of the early birds to the craft beer scene. They have always projected a refined & traditional brand reflecting the surrounding winery aesthetic in the Yarra Valley. The crowded market place calls for shelf poppers, so a rebrand was needed. The challenge was to achieve the ‘pop’, while maintaining their traditional, refined look and feel.
After diving in deep, we solidified a vision, mission, target market and also uncovered a set of values that included 'Classic Mastery'. We used this value to base our visual communication of off. This, coupled with our identified target market's taste we created a refreshed look to re-brand Hargreaves Hill to help them achieve their vision and mission.
Blackman’s Brewery launched a new sub-brand specialising in Barrel Aged, Sour and Farmhouse Ales with a focus on ingredients local to the brewery.
The audience for these beers are a bit further along their beer journey than Blackman’s usual drinkers, so a new brand with it’s own look and feel was created to target this market.
We created a brand whose visuals explore the natural landscape of the local area, using a theme of ‘Journey’ througout every brand touchpoint.
Two local Bondi musicians realised a big dream of theirs in 2018, they started their own brewing company. Their deep ties to the Bondi community, the good times and epic sunsets from the ‘Grassy Knoll’ in North Bondi inspired both the name and the flavours that the beers take on. After completing our Brand Discovery workshop, we could focus on communicating the very essence of what the lads wanted to achieve. Using the art deco architecture of Bondi as visual inspiration, the Craft Instinct pack collaborated on the visual execution of the brand and label. With their first batch of Session Ale selling out within the first month, watch this space for more Grassy Knoll releases throughout 2019.
Craft instinct is a network of skilled freelance partners who share common values and a passion for our work. We can be assembled at anytime to work on a range of projects. Our offices are virtual, which means our fees are based purely our service (not penthouse office space!).
The Craft Instinct pack is lead by creator Jessie Jungalwalla, who assembles the project team by matching the target outcomes to specific skill sets.
The craft beverage industry has unique needs, challenges and opportunities; Craft Instinct was specifically designed to service these. Our creations are born from a wealth of design and branding experience, knowledge of product, understanding of brewery/distillery business operations and a deep passion for craft beer & spirits.
The craft beverage industry is more like a community. Competitors help each other out, if someone makes a great product, everyone is stoked, because we all get to enjoy it. It encourages a 'quality, not quantity' attitude to drinking. It is full of colourful characters, it's art meets science and it is fiercely independent. Its an industry you can fall in love with, and want to be a part of.
While so much blood sweat and tears are poured into production of beer and spirits, we all know that if people don't see it, they won't buy it. To sell in this increasingly crowded marketplace is a challenge. You cannot compromise on design, as in doing so you let all your hard work go to waste. We want to see every brilliant beer and spirit visually shine to reflect their offering, and in being a part of that, Craft Instinct shines too.
Jessie specialises in brand development & strategy, and has skill sets in graphic design, stop animation, illustration and web design. Her work ethic is driven by values and integrity, and she strives to work amongst others who share the same ideals.
Daniel loves putting together intuitive solutions for big problems in the form of a website. He's the "full stack", which means he can work on everything from conception to delivery but also loves working with other designers to bring their creations to life on the interwebs.
Working as 'The Post Project', Al and Pete create meaningful video, that get attention and results. With an impressive collection of gear, these guys shoot, direct, produce, animate and even do voice overs. These two can create spectacular content, with a lot of laughs along the way.
Stephen is an illustrator and tattoo artist. He specialises in real to life portraits, and of course, tattoos. He has featured in a number of exhibitions as well as holding two of his own, working with clients all around the globe
Timbo is a cracking photographer. Whether it is product or lifestyle, he has the eye, the tools and the intuition to produce breathtaking imagery.
Mariella Mejia's specialty is using social media to create connections between businesses and customers. Mariella will craft a campaign with a passion and diligence that will have your brand bouncing on the socials.
Zoe Ottaway is one half of Totem Marketing, a brand and communications agency dedicated to independent small producers. Zoe is passionate about helping Australian small producers grow marketing strategies built around purpose, profits and people.
A multidisciplinary creative and ocean enthusiast, Brit works strategically as well as visually. Her talent knows no boundaries, from fine art to infographics. She may be small in size but punches well above her weight in creative flair.
COVID-19 has affected us all, and we know it has really hit our beloved craft beverage industries hard. We are here to help. We have put together an arsenal of branding weapons designed to see your business come out the other side of this pandemic stronger than ever. Each fortnight we will be releasing a piece of arsenal we usually charge for, for FREE. You can arm yourself with tools and strategies to boost your brand, and we can make it through this, together.
If you need a hand, or would like to talk through any pieces of arsenal, you can book a phone session with Jessie (pack leader of Craft Instinct) through the Keeping Local Alive Specialist Sessions on the Crafty Pint HERE
DEFINE YOUR BATTALION
Who are you? Where are you going? Why do you do what you do? Let’s dive deep and get to the core of your reason for being with this work sheet. Spend 15 minutes on this and you will get:
• Clarity in your business’s direction • A clearly defined purpose • A set of core values • A vision statement • Motivation for you and your team to pursue the dream!
Now that’s not a bad bang for your (zero) buck!
Download the worksheet HERE
HOT TIP: For best results work on this with your team
VENUE READY SOCIAL DISTANCING GRAPHICS
Restrictions are lifting, so let's get yours or your customers ready for opening your venues up. Craft Instinct Arsenal Social Distancing Graphics are designed to help you and your punters stay safe and compliant, but in a fun and beer-friendly manner.
You can print out graphics as is, or edit them yourself to include your logo and brand colours.
We've teamed up with Sun Tap Decals who are offering to have Craft Instinct Arsenal Social Distancing floor graphic stickers printed at COST PRICE, email email@example.com to order yours today.
Download Craft Instinct Arsenal '2 Kegs Apart' Poster HERE
Download Craft Instinct Arsenal '2 Kegs Apart' Large floor graphic HERE
Download Craft Instinct Arsenal '2 Kegs Apart' Small floor graphic HERE
Download Craft Instinct Arsenal 'Stand Here' circle floor graphics HERE
Download Craft Instinct Arsenal 'Seat Hangers' HERE
Download Craft Instinct Arsenal '99 Bottles of Beer' washing hands poster HERE
IDENTIFY YOUR TARGET
Who is your target customer? When you make branding decisions, do you make them with your target in mind? Or are your branding decisions dictated by your or your staff's personal taste?
To sell your product, you need to be appealing to the people who actually buy it (not get it for free!), personal taste could be causing huge sales losses for your business, and you don't even know it.
Spend half an hour on this worksheet and you will:
• Identify your target customer • Get a tool to help make design and branding decisions OBJECTIVELY rather than subjectively • Focus your brand as a whole • Ultimately increase your sales by making a the shift in your brand focus
Download the worksheet HERE