Oast Haus Brand Brief

Page 1

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.”




Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.