BRAND GUIDELINES
SHELLRING ALE WORKS
Brand Presentation November 12, 2021
BRAND PRESENTATION
BOLD BRANDS BORN HERE This document contains messaging and logo designs for Shellring Ale Works. This includes your mission and vision statements, the tone for how Shellring should communicate to the public and two options of our vision for your logomark. We invite you to absorb this information and provide feedback on each version.
MESSAGING
W H AT W E D O For people who crave beer in an inviting atmosphere, Shellring Ale Works is a live-fire, open kitchen and craft brewery that creates inventive, cutting-edge brews leaving their customers with inspired minds and happy tastebuds.
POSITIONING STATEMENT [INTERNAL MESSAGING]
MESSAGING
MESSAGING
WHY WE EXIST
To create a place where friends and family can come together enjoying imaginative new brews that leave them excited about the future of beer.
MISSION STATEMENT
W H AT M A K E S U S D I F F E R E N T Cold, craft beer in a warm, inviting atmosphere.
VALUE PROPOSITION
MESSAGING
MESSAGING
W H E R E D O W E WA N T TO G O Helping people find common ground over good food, cold brews, and great conversation.
VISION STATEMENT
this is our vibe
T H E S H E LL R I N G A L E WO R KS B R A N D B OA R D The Shellring brand evokes innovation, friendliness, and warmth. The brewery is a place that brings people together to enjoy quality craft beer and food while having great conversation. The visuals should communicate these values.
MESSAGING
MESSAGING
TA G L I N E Come together.
BRAND PROMISE Where you go when you want quality craft beer and quality conversation.
C O R E VA L U E S 1. Ingenuity – Be inventive & daring; 2. Friendliness – Resemble a warm hug; 3. Creativity – Allow passion to breed creativity; 4. Quality – Quality above all; 5. Imagination – Always make a difference; And remember – the sky is the limit
BRAND PERSONALITY Our brand is a reflection of who we are, what we stand for, and how we express ourselves. Our brand voice should come through loud and clear in everything we do—from our website, to our videos, to the copy accompanying our Instagram snapshots of life at Shellring Ale Works. As a company established in brewing innovative beer and a warm environment where people gather to enjoy it, we want to make sure our brand voice reflects our welcoming attitude, while also communicating that our brand is an authority within our industry. Here are a few adjectives that describe our brand:
…Inventive …Welcoming …Passionate
While our brand voice doesn’t change much, the tone we use throughout different types of content must be adapted to the medium (e.g..., blog, video, infographic, etc.), context (e.g., funnel stage, live event, etc.) and intended audiences (e.g., persona, end-users, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of our brand personality as needed.
CHARACTERISTIC
HOW BEST TO ACHIEVE:
Inventive
Shellring Ale Works is a leader in the industry, always at the forefront of trends in the market, and prides itself on maintaining creativity in new and upcoming brews.
Welcoming
Similar to the history behind the ancient Shellrings of the past, Shellring Ale Works is known for its warm, inviting feel as soon as you step foot into the taproom. It's your home away from home - where you get together with your friends and family to catch up, all the while enjoying new and exciting brews.
Passionate
One of the things that differentiates Shellring from its competitors is its true passion for brewing and bringing people together under one common interest: the love of great beer.
MESSAGING
CAPTURING OUR BRAND PERSONALITY IN WRITING
LOGO OPTIONS
LOGO ONE
LOGO DESIGN
LOGO OPTION ONE This logo option for Shellring Ale Works is clean, simple and minimal. The combination mark is an abstract represention of a 'shell ring', where people gather. The icons that encircle the logotype are simultaneously representative of people, beer bottles and tap handles. Interpretation is at the discretion of the viewer.
LOGO DESIGN
LOGO TWO
LOGO DESIGN
LOGO OPTION T WO This logo option for Shellring Ale Works is also clean, simple and minimal. The logomark depicts an abstract circle with people surrounding it, but can also be interpereted as a beer barrel.
LOGO DESIGN
LOGO ONE
LOGO TWO
I N F O R M AT I O N Triad Design Group is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing while helping organizations generate, energize and re-imagine brand growth. If you should have any questions please feel free to contact us at fanmail@triaddesign.com. Thank you.
BRAND GUIDELINES
All content created by Triad Brand Marketing for Shellring Ale Works ©2021