THE BOTTLES
The design of our bottles began as a showcase of the three simple ingredients that make up this natural brew. As we moved forward with our rebrand, we realized that we were trying to make too many concepts work at once. We wanted to emphasize the simple ingredients, but we also wanted to focus on the importance of communities and their role in Village Brewery. We ended up with two strong concepts that we were either going to have to choose between or marry. We chose to marry them. We brought the individuality of the community into the beer label by integrating a handwritten type on the inside label as well as the logo treatment. The back label also serves as a backdrop for the simple shapes on the front of the bottle, making them pop, and giving the bottle a level of intrigue for the drinker.
THE PACKAGING
With the packaging we wanted to keep it as simple as the ingredients within. All black to highlight the blonde beer that pokes out from the top and an angle on the face to expose the ingredient symbols on the bottle. The ingredients are featured on the package, as well, in a muted, slick black ink to pull the two together. We also decidedly kept the company’s symbol off the packaging itself and used it only on the seal of the bottle, thus allowing a harmony between bottle and package. The simplicity also reaches to the copy on the package which was kept short, concise and straight to the point.
THE COASTERS
The coasters are designed to stand alone as a curious piece of bar paraphenelia, but also work in conjuction with our branding and advertising. Our ads feature the word community as it is spoken in other languages around the world to emphasize the idea that we are all a part of a larger community. These words are also showcased on our coasters in the same style that is also found on our inner bottle labels.
THE ADS
Our ads feature the word community as it is spoken in other languages around the world to emphasize the idea that we are all a part of a larger community. Each ad is tied to a specific country and the beer customs in that community. The French ad, Communaute features a wine glass, Comuindad, the Spanish ad, features a beer bottle with a lime, and the German ad, Gemeinschaft, features a mug. We researched each country included in this campiagn to find the similarites in communities around the world and how they relate to ours.
Communauté, Community in French
Communauté Community in French
Across the world, beer has been a staple that brings communities together. In France, beer is a symbol of togetherness and authenticity. At Village brewery, we believe that any beer that brings people together is the best kind of beer. Let our Blonde Ale be your fuel to expand your community. Because it takes a village to raise a beer, and a beer to raise a village.
Comunidad Community in Spanish
Comunidad, Community in Spanish
Across the world, beer has been a staple that brings communities together. In Mexico there are only two major beer corporations in the country but it still ranks third in global exports of beer with most going to the United States. At Village Brewery, we also believe that our neighbors deserve excellent beer.Let our Blonde Ale be your fuel to expand your community. Because it takes a village to raise a beer, and a beer to raise a village.
Gemienschaft Community in German
Gemienschaft, Community in German
Across the world, beer has been a staple that brings communities together. In Germany, a great deal of value is placed on hard work and excellent beer. At Village brewery, we believe in holding ourselves to those same standards. Let our Blonde Ale be your fuel to expand your community. Because it takes a village to raise a beer, and a beer to raise a village.
CREATIVE BRIEF
Village Blonde abides by the 1516 Bavarian Law, which states that in order to maintain the purest brew the only ingredients are water, barley, and hops. The objective was to re-brand the simplicity of the brew, as well as the mission of the brewery. In order to push the simplicity of the brew, minimal images of barley, hops, and water were cut out and placed on the front of each of the bottles, and were repeated in black ink on the sides of the package.
To push the mission of the brewery, focus was placed on unifying outside communities. Using the languages that each community speaks, three languages were chosen, and the word community was written in each one: Spanish, French and German. Attention was placed on the individuality of the people who make up these communities, and how they work together. A pattern was created using numerous handwritten versions of each translation of community. This pattern was used on the coasters, and for the ad campaign, the pattern was rearranged to show the unique way that each community drinks their beer.
In order to unify the two concepts and make everything cohesive, a similar pattern was created using the word Blonde, and placed behind the symbols. This forces the viewer to look through the beer to see the unique pattern, further pushing the purity and cleanliness of the beer. The color palette continued to push the minimalism and cleanliness by using only black and white, and letting the color of the blonde beer be the primary use of color.
We feel that this was a successful re-brand, and it gave a new life and unique shelf appeal to the brew, and we hope you agree. Enjoy, and thank you.