1981 BRAND IDENTITY
TABLE OF CONTENTS
BRAND VALUES 2 BRAND PERSONALITY & TONE OF VOICE 3 DIFFERENTIATORS 5 NAMING & TAGLINE 7 LOGO 8 COLOUR PALETTE 10 TYPOGRAPHY 12 PRODUCTS & PACKAGING 15 MERCHANDISE 18 SIGNAGE 20
BRAND VALUES
LOCAL INDEPENDENT AUTHENTIC QUALITY INCLUSIVE SOCIAL WELLBEING CAYMANKIND
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1981 brings a fresh perspective on local beer culture, putting the emphasis on connecting people and experience. 1981 creates opportunities for people to feel good, drink good beer and be in good company. 1981's location is fundamental to its brand, and its company values are a true reflection of its locale. As a brand, 1981 captures the essence of the Cayman Islands and its residents' way of life. The things that are important to Cayman and its community are important to 1981.
Cayman's residents are renowned for their warm and welcoming personalities, wide and deep-rooted connections, enthusiasm for all things local and 'work hard, play hard' attitudes. Inspired by its tropical and multi-cultural home, 1981 is a brand born from a passion for good beer and good life. It incorporates Cayman living into all that it does, both in and out of the pub, and connects the island's community of thrill-seeking, fun-loving, live-life-to-the-fullest advocates looking to stay fit, be social, and support local.
BRAND PERSONALITY 3
TONE OF VOICE
A forward-thinking progressive, 1981's voice is purposeful and passionate. Its tone is warm, strong and inspiring to demonstrate the brand's knowledge and expertise in brew mastery while still approachable, engaging and unobtrusively educational to appeal to the masses. Fresh, modern language is peppered with playful words and local colloquialisms to instill enthusiasm and love for good beer and good life, while ensuring the brand stays relevant and relatable to its local roots. 4
INNOVATION 1981 offers a new local product with a focus on customer experience over profit margins. QUALITY 1981 uses great, quality ingredients to bring a new perspective on beer to locals. CONNECTION 1981 creates opportunities for like-minded people to connect over good beer, and provides a good location for people to have a good time. WELLBEING 1981 embraces Cayman's easy and carefree way of life and promotes the importance of work/life balance.
DIFFERENTIATORS 5
NAMING
We're feel good people: DO 1981 BREWING COMPANY 1981 BREWING CO. 1981
TAGLINE
DON'T 1981 BREW CO. 1981 BREW COMPANY 1981 BREW 19° NORTH 81° WEST
We make good beer for the good life: GOOD BEER. GOOD LIFE.
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LONG FORM
LOGO
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TBD
HORIZONTAL
TBD
VERTICAL
PRIMARY COLOUR PALETTE
BLACK
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ELECTRIC GREEN
LIMEÂ GREEN
YELLOW
AQUA
ORANGE
WHITE
SECONDARYÂ COLOUR PALETTE 11
TYPOGRAPHY
GOTHAM BOLD Usage: headings and first captions.
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VOLLKORN Usage:Â body text.
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CAYMAN BLONDE An approachable, appealing, rounded and smooth golden ale. Perfect for a hot day, aka every day. TROPICAL IPA A fresh and fruity IPA with just the right amount of hop. Superior drinkability yet strong enough to get the job done. Perfect for an after work pint.
PRODUCTS ISLAND SESSION A refreshingly light beer with a slight dry, crisp finish. Made for drinking over long extended periods, it's the perfect beer for a day out on the water. ROCK ALE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sit amet placerat justo.
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PACKAGING
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Simple, colourful and crafty.
MERCHANDISE
Basic, understated and trendy.
APPAREL
HEADWEAR
VISOR
MENS
MESHBACK CAP
FRONT WOMENS 18
BACK
ACTIVEWEAR
ACCESSORIES
MENS
SWEATBAND
SIX-PACK COOLER
HEADBAND WOMENS
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SIGNAGE
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GRAFITTI WALL
GARAGE DOOR
CONTAINER