Beer Brewery Makeover – Building A Brand, Ep. 11

New Section

The introduction to Blind, a brand strategy design consultancy based in Santa Monica, California, and their work with diverse clients to enhance branding strategies.

Behind the Scenes of Rebranding

• Josh Hamilton contacts Blind for rebranding assistance, highlighting issues with the current logo and future product distribution challenges.

• Ben and Matthew collaborate with Josh and Kristen to understand Hamilton Family Brewery's business and customer base for effective rebranding.

• Blind's team focuses on creating a new logo, packaging, and website design to elevate Hamilton's brand identity.

• Initial struggles with the logo design are overcome by incorporating meaningful elements like the hop shape.

• Successful resolution of logo issues paves the way for smoother progress in other project aspects.

Brand Style Guide Delivery

The final stages of the rebranding process involve wrapping up the brand style guide for delivery to Josh, outlining guidelines for using the new logo and visual elements.

Finalizing Brand Guidelines

• Completion of the brand style guide containing rules for utilizing the logo and visual guidelines necessary for further design work.

• Discussion on potential risks associated with handing off designs to clients and concerns about maintaining design integrity post-delivery.

Preparing for Brand Reveal

Josh and Kristen prepare to unveil their new brand publicly after receiving Blind's branding guidelines, focusing on transitioning merchandise and tasting room identity smoothly.

Transition Planning

• Weeks after receiving branding guidelines, Josh plans a grand reveal event at the brewery to showcase the new brand.

• Challenges in transitioning merchandise from old to new logos while maintaining secrecy until the official reveal event.

The Unveiling of the New Brand

The transcript captures the excitement and nervousness surrounding the unveiling of a new brand identity for Hamilton Family Brewery, highlighting the meticulous planning and emotional investment in this significant change.

Reaction to Brand Transformation

• The speaker recalls being amazed by the options presented and feeling floored by the changes. -

• Witnessing the evolution from old to new can designs was impactful, showcasing a visual transformation. -

Nervous Anticipation

• Concerns arise about how the existing brand would transition into new spaces like signage and interior design. -

• Walking into the tasting room triggers nerves but is quickly replaced by admiration for the branding elements displayed. -

Community Engagement and Support

• The community eagerly awaits the reveal of the new logo, signifying a fresh chapter for Hamilton Family Brewery. -

• The speaker reflects on community involvement and ownership, emphasizing their integral role in accepting and embracing change. -

Design Process Insights

Delving into the design process behind creating a cleaner logo for Hamilton Family Brewery, exploring challenges faced and solutions sought during this transformative journey.

Seeking Design Expertise

• Initial attempts at redesigning the logo lead to discovering insights on letter kerning through online resources like "The Future." -

• Collaboration with Blind, a parent company with expertise in design, becomes pivotal in refining and enhancing the brand's visual identity. -

Balancing Tradition with Innovation

• The importance of preserving elements of the past while propelling growth towards future aspirations is highlighted as a key objective in redesigning the logo. -

Building a Brand Launch Party

The launch party for the rebranding of Hamilton Family Brewery is discussed, highlighting the attendees' positive reception and excitement about the new logo and branding.

Attendees' Reaction to Rebranding

• Attendees rushed inside to explore more beer options and admire the new logo, menu system, and branded merchandise.

• Positive feedback received on the new logo, indicating a shift from being perceived as a backyard brewery to a legitimate company.

Retail Distribution Progress

The discussion shifts towards retail distribution progress post-rebranding, focusing on initial success in BevMo stores and plans for expansion.

Retail Expansion Success

• Cans now available in five BevMo locations due to high demand after initially signing up for three.

• Impressive growth of 20% in the second quarter attributed to successful retail presence.

Product Performance in Retail

Evaluation of product performance in retail stores with a focus on standing out on shelves and driving consumer interest.

Shelf Presence and Consumer Response

• Product differentiation primarily through pricing rather than additional marketing efforts.

• Hamilton Family Brewery's products stood out on shelves at BevMo due to distinctive branding elements like orange labels.

Success in Retail Market

Discussion on the overwhelming success of Hamilton Family Brewery's products in retail stores leading to rapid growth and increased demand.

Rapid Growth and Demand

• Products flying off shelves, leading to challenges in meeting consumer demand necessitating hiring more staff.

• Impressive growth of 20% in the last quarter showcases strong market acceptance post-rebranding efforts.

Season Finale Reflection

Reflecting on the final episode of Season One, expressing gratitude towards viewers for their engagement throughout the brand-building journey.

Season One Closure

• Appreciation expressed towards viewers for their support and engagement during the brand-building process.

• Consideration for potential second season despite challenges related to resource investment over the past year.

Building a Brand: Future Plans

In this section, the speaker discusses future plans for expanding on the content shared in the series and engaging with the audience through various platforms.

Working on Website Expansion

• The team is working on a website to provide bonus material, behind-the-scenes content, and further information beyond what was shown in the series.

Seeking Support for Season 2

• Expressing interest in creating a second season but highlighting the need for funding.

• Exploring options such as sponsorship, crowdfunding, or attracting distributors like Netflix or Hulu.

Engaging Audience for Support

• Encouraging viewers to share the series with others and tag potential sponsors or industry contacts.

• Welcoming ideas from the audience on funding strategies for a second season.

Supporting Through Courses and Events

This segment focuses on ways viewers can support the project through purchasing courses, engaging with events, and connecting with the team.

Supporting Through Course Purchases

• Mentioning available courses on topics like typography, logo design, pitching, and project management.

• Encouraging viewers to visit academy.thefuture.com to explore course offerings.

Engagement Opportunities

• Inviting viewers to suggest events where they could participate as speakers or workshop hosts.

• Expressing interest in connecting with the audience beyond online interactions.

Audience Engagement and Gratitude

The speaker expresses gratitude towards the audience for their participation in the journey while encouraging further engagement across different platforms.

Audience Interaction

• Encouraging viewers to explore additional educational content on their channel besides "Building a Brand."

• Inviting audience members to connect via Instagram for continued interaction.