Positioning a new independent craft brewery to stand out in a crowded market place
The Steam Machine Brewing Co. approached us to create a brand identity and packaging design for its new range of craft beers. Their team of eccentric scientists had poured their heart and soul into crafting recipes; experimenting with water chemistry and yeast biology to create the perfect beer – they wanted a brand identity and packaging design that reflected this devotion.
The craft beer industry is booming worldwide and in a crowded market it was essential we positioned the Steam Machine Brewing Co to stand out amongst their competitors. We worked closely with The Steam Machine Brewing Co. to gain an understanding of the company’s ethos and future aspirations and create a brand identity to truly capture the attention of its target audiences and packaging design that would differentiate it from its competitors.
With the brand name at the heart of our thinking, we were heavily inspired by steam punk counter culture and Victorian retro-futuristic technologies. We created a bespoke, playful and eclectic illustrative brand identity that changes colour to depict the wide range of beers on offer. It was essential whatever we created would work on everything from the bottle labelling to pump clips in bars.
The new brand identity was rolled out across multiple channels including packaging design, POS and digital platforms and the company is steaming ahead after they got to meet Sir Richard Branson as part of Virgin’s Start-up #MentorMeBranson competition when Sir Richard gave our new brand identity and packaging design the green light!
Within a year of developing the brand the product is now stocked in over 30 bars nationally and in particular a key moment in the brand success was appearing as a guest ale in Brewdog, one of the UK’s most successful craft brewery bars.
We spend a lot of time crafting our recipes, but know that before a single drop reaches our customer’s taste buds they’ll see our keg or bottle label – it was essential that we got the brand identity and packaging design right. The designers did an outstanding job – the final creative designs surpassed how I could ever imagine them to look. We are really proud of our brand identity and our customers love it too.
Founder & Master Brewer
The Steam Machine Brewing Co.