Key insights

• ⭐ Rebranding is crucial for retail competition and involves adjusting customer touch points to enhance the overall experience
• 💸 Hamilton Family Brewery faced financial challenges and managed a successful opening, emphasizing the importance of original and enticing flavors to attract customers
• ❤️ Prioritizing people over profit and a mission to 'love people, love beer' drives the brewery's identity and direction
• 🎨 Redesigning the cluttered and ambiguous logo, creating packaging templates, and developing a style guide to tie the brand together is a key part of rebranding
• 🌟 Emphasis on refining brand identity through discovery, style scapes, and connecting with potential markets to create a lasting brand image
• 👨‍🎨 Creative directors Matthew and Cena, along with digital director Ben Burns, lead the rebranding process for Hamilton Family Brewery
• 🍻 Starting a brewery business requires standing out in a crowded marketplace with good packaging and marketing; building a strong brand identity is the first step to growing a brand
• 📈 The plan involves rebranding to position the business for success in the market and to hit retail shelves, facing increased competition

Q&A

• What is the focus of brand identity refinement for Hamilton Family Brewery?

  The focus of brand identity refinement for Hamilton Family Brewery lies in the discovery and style scapes. Emphasis is placed on packaging, marketing, and logo work to connect with potential markets and create a lasting brand image that resonates with consumers.

• What are the key elements of rebranding for Hamilton Family Brewery?

  The key elements of rebranding for Hamilton Family Brewery include redesigning the logo, creating packaging templates and a website, and developing a style guide. These efforts are aimed at effectively communicating the brand's message and tying its visual identity with the historic elements of the city.

• What was the inspiration behind the mango beer at Hamilton Family Brewery?

  The inspiration for the mango beer came from seeing mangoes on sale at a grocery store. The brewery's mission is to prioritize people and connection over profit, as reflected in its mission statement, 'love people, love beer.'

• Why did Hamilton Family Brewery decide to rebrand?

  Hamilton Family Brewery decided to rebrand to elevate its brand identity for retail competition. The rebrand involves adjusting customer touch points to enhance the overall experience, as well as creating a more effective and engaging visual aesthetic and messaging.

• How does a brewery stand out in a crowded marketplace?

  To stand out in a crowded marketplace, a brewery needs good packaging and marketing strategies. Additionally, offering unique and enticing flavors can help attract customers.

• What is the first step in growing a brand?

  The first step in growing a brand is to focus on building a strong brand identity. This includes elements such as visual aesthetic, messaging, and positioning, which collectively shape a person's perception of the organization.

• 00:00 Starting a brewery business requires standing out in a crowded marketplace with good packaging and marketing, and when ready to grow, the first step is to build a brand. Blind, a brand strategy design consultancy, is rebranding Hamilton Family Brewery, led by creative directors Matthew and Cena and digital director Ben Burns.
• 01:56 Josh and his wife have been running Hamilton Family Brewery for almost five years and want to scale their business. They are seeking help to redesign their brand identity for retail competition. A rebrand is an adjustment of customer touch points impacting the overall experience.
• 03:59 Josh and Christine Hamilton started Hamilton Family Brewery after deciding to sell their house to pursue Josh's passion for brewing. They faced financial challenges but managed to open the brewery in seven months and have been successful. The brewery needs unique flavors to attract customers.
• 05:37 A brewer gets the idea for a mango beer at a grocery store, starts experimenting with mangoes, and prioritizes people over profit in his business. The brewery's mission is to love people and love beer.
• 07:08 The brewery's logo had hidden meanings that weren't effectively communicated to customers. Redesigning the logo and creating packaging templates and a website, along with a style guide, will help tie everything together.
• 09:00 A discussion about defining and refining brand identity through discovery and style scapes. Emphasis on packaging, marketing, and logo work. The process aims to connect with potential markets and create a lasting brand image.