NOT OUR LOGO. BUT KIND OF COOL HOP KING.
“WHAT DID I COME HERE FOR...?”
CREATION STORY You walk in to your favorite liquor store on a Thursday night. It’s not your neighborhood liquor store, it’s your favorite. It has more options than the one around the corner from your house and the staff know what they’re talking about. You had a specific beer in mind. Your friend was telling you about it last week when you went out for burgers and drinks. It’s an IPA...you think the brewery is based out of Colorado...or was it Chicago?? You pace back and forth in front of the refridgerators. You send your friend a text but you don’t want to look like an idiot standing in the liquor store until he texts you back so you choose something that has a cool label. Later you find out it’s not that great. Fast forward to Saturday night. You’re at a new bar downtown that you’ve been meaning to check out. They have an exciting amount of beers on tap. You pick the one you had previously tried to get at the liquor store. Why not instagram a picture of it and tag your buddy in it? No. You’re already worse than the people who post pictures of every meal they eat. You need a place to share this where people care what you’re drinking. A place to rate what you’re drinking. A place to record what you’re drinking. A place to record what you want to drink. A place to get recommendations. A place for beer lovers.
and so OAST HAUS was born...
MISSION TO IMPROVE YOUR BEER EXPERIENCE BY HELPING YOU SHARE AND RATE BEERS YOU’VE TRIED AS WELL AS PROVIDING RECOMMENDATIONS FOR BEERS WE THINK YOU’D LIKE.
WHERE DO WE STAND? SIMILAR BRANDS
AMAZON
ANGIE’S LIST
BEER ADVOCATE
YELP
JOTLY
NESS
TINDER
UNTAPPD
WHERE DO WE STAND? TINDER
ANGIE’S LIST
BEER ADVOCATE
YELP
AMAZON
OAST HAUS UNTAPPD
MINIMAL TINDER
ANGIE’S LIST
AMAZON
REAL
BEER ADVOCATE
OAST HAUS
AMAZON
DYNAMIC
OAST HAUS
STRONG
JOTLY
NESS
OAST HAUS
NESS
BEER ADVOCATE
JOTLY NESS
JOTLY
ORNAMENTAL
YELP
YELP
ANGIE’S LIST
JOTLY
UNTAPPD
ANGIE’S LIST
AMAZON
NESS
YELP
TINDER
UNTAPPD
ABSTRACT TINDER
STATIC BEER ADVOCATE
UNTAPPD
WEAK
WHERE DO WE STAND? BEER ADVOCATE
TINDER
UNTAPPD
TRADITIONAL BEER ADVOCATE
NESS
YELP
ANGIE’S LIST
EAST
TINDER
HANDMADE
AMAZON
YELP
OAST HAUS YELP
NESS
BEER ADVOCATE
ANGIE’S LIST
AVANT-GARD
UNTAPPD ANGIE’S LIST
OAST HAUS
AMAZON
TINDER
AMAZON UNTAPPD
FUTURISTIC
JOTLY
NESS
BEER ADVOCATE TINDER
JOTLY
ANGIE’S LIST
CONTEMPORARY
UNTAPPD
RETRO
OAST HAUS
YELP
NESS
JOTLY
OAST HAUS
WEST AMAZON
JOTLY
HIGH-TECH
WHERE DO WE STAND? JOTLY
BEER ADVOCATE
UNTAPPD
IMITATIVE BEER ADVOCATE
YELP JOTLY
UNTAPPD
YELP
ANGIE’S LIST
GLOBAL
TINDER
YELP
AMAZON
ORIGINAL
OAST HAUS
NESS
AMAZON
ANGIE’S LIST
LUXURIOUS
NESS
OAST HAUS
JOTLY
OAST HAUS
ANGIE’S LIST
TINDER
CHEAP
AMAZON
TINDER
NESS
BEER ADVOCATE
JOTLY
UNTAPPD
REGIONAL
WHERE DO WE STAND? CHEAP
BEER ADVOCATE
UNTAPPD
TINDER
ORIGINAL
YELP
NESS
JOTLY
AMAZON
OAST HAUS
ANGIE’S LIST
LUXURIOUS
IMITATIVE
BRAND MINDSPACE FUNCTIONAL DIMENSION
Oast Haus reminds me what beers I’d like to try in the future and recommends new beers I might like based on ones I already enjoy.
SOCIAL DIMENSION
Oast Haus lets me connect with friends by providing me with a space to share what beers do and do not like with my friends.
BRAND MIND SPACE
SPIRITUAL DIMENSION
Oast Haus brings business to breweries that may not be well known on the market yet.
MENTAL DIMENSION
I appreciate that Oast Haus keeps a checklist on my phone so I know what beers I have tried and what beers I’d like to try.
WHAT DO WE D0? YOU CAN SHARE WHAT YOU’RE DRINKING WITH FRIENDS. YOU CAN RATE WHAT YOU’RE DRINKING. WE’LL GIVE YOU RECOMMENDATIONS BASED ON YOUR RATINGS. YOU CAN LOG WHAT YOU HAVE DRANK. YOU CAN LOG WHAT YOU WANT TO DRINK. WE’LL TELL YOU WHERE TO FIND WHAT YOU WANT TO DRINK. & VARIOUS OTHER SMALL PERKS (BEER TERMINOLOGY, ETC.)
AUDIENCE WE LIKE TO THINK OAST HAUS IS FOR ANYONE WHO APPRECIATES DRINKING GOOD BEER. HERE’S WHO MIGHT USE IT THOUGH: Our target audience consists of both males and females. While the app may come off as overtly masculine, we know that EVERYONE likes beer. Our audience is mostly a millenial audience, obviously above the drinking age. They’re confident and they work hard. These beer drinkers care about the environment. After all, beer is made with natural ingredients! They may have younger children but they still have time to visit the liquor store or local bars to drink quality beer. They may have tried home brewing, but they’re probably not good at it. Who is? Let’s leave that to the professionals. These are people of the middle class. They have strong morals and they like to help a friend in need. They genuinely care about the earth and its inhabitants. Cheers to them. Our target audience is pretty damn awesome, if I don’t say so myself.
YOU’RE A BADASS AND YOU KNOW BEER.
OR AT LEAST THAT’S WHAT WE’RE HERE TO MAKE YOU THINK...
BRAND WORDS HONORABLE SOPHISTICATED FRIENDLY CONFIDENT HEROIC
VOICE Oast Haus is that indepedent, respectable, manly man you’ve always secretely wished you were more like. He’s a gentleman and he doesn’t have time for fuss. His authoritative remarks somehow make you feel better about yourself. He’ll tell you what’s on his mind so that you can make up yours.
EXAMPLE PHRASES
WE’LL FIND YOUR SOUL MALT. PROST! THAT MEANS CHEERS IN GERMAN. BEER. IT’S THE BEST DAMN DRINK IN THE WORLD. RESPECT THE BEER. IS THIS WHAT YOU’RE LOOKING FOR? I THOUGHT SO. CHEERS! YOU KNOW WHAT MIGHT COMPLIMENT THIS BEER? BEER. MEET THE BEER OF YOUR LIFE.
EXAMPLE USES OF PHRASES
BRAND IDENTITY TYPE ABRAHAM LINCOLN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
DIN CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
MRS EAVES ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
DIN CONDENSED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
MRS EAVES ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
BRAND IDENTITY PRIMARY COLORS
SECONDARY COLORS
LOGO LOGO LOCKUP VARIATIONS IMAGINE SOMETHING BEAUTIFUL. LIKE A HANDMADE CHAIR. OR A MUSTACHE. OR A NICE LOGO.
LOGO DON’T DO THIS WITH THE LOGO IMAGINE SOMETHING HORRIBLE. LIKE KE$HA. OR A KALE SMOOTHIE. OR MY NICE LOGO. RUINED.
OAST HOUSE PERSONIFIED WHAT ARE THEY AFRAID OF? NOTHING. BESIDES... GETTING A BEER GUT DRINKING NATURAL LIGHT SACRIFICING HIS HOBBIES POLLUTION
SHOWING FEAR IS AWKWARD.
NOT AFRAID OF ANYTHING.
OAST HOUSE PERSONIFIED WHAT D0 THEY DREAM OF? MANLY THINGS. BEER. BREWING BEER. OWNING A BREWERY. SMELLING HOPS. FROLICKING IN A WHEAT FIELD. BUILDING SHIT. BEING COVERED IN SAW DUST. EATING MEAT. LIVING OFF THE GRID. MAYBE ANARCHY.
HONORABLE GENTLEMEN
OAST HOUSE PERSONIFIED WHAT IS THEIR PERSONAL MOTTO? HONOR: IF YOU NEED IT DEFINED, YOU DON’T HAVE IT.
BANG!
OAST HOUSE PERSONIFIED HEROES? DAD Dad gave him his first sip of beer and dad supported and guided him through the world of beer for the entirety of his young adulthood. His dad is a mans man with a heart of gold. He doesn’t show fear and he respects hard work.
NICK OFFERMAN (RON SWANSON, BASICALLY THE SAME PERSON) Nick Offerman is much like his dad. Nick Offerman is Oast Haus’s spirit animal. He represents a small group of men who believe in hard work and values. Nick Offerman sees things as they are. He respects others from all walks of life, even though he probably disagrees with most of their lifestyles.
OAST HOUSE PERSONIFIED WHO IS HIS FAVORITE LITERARY FIGURE? HERMAN MELVILLE He appreciates the literature of Herman Melville because he’s an American writer. He hates metaphors. That’s why his favorite book is Moby Dick. No frou-frou symbolism. Just a good, simple tale about a man who hates an animal.
“...TO THE LAST I GRAPPLE WITH THEE; FROM HELL’S HEART I STAB AT THEE; FOR HATE’S SAKE I SPIT MY LAST BREATH AT THEE.”