Brand-Spankin' Brew Whipping its logo into shape got this brewery's business hopping.
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Slicker isn't always better. Sometimes, adopting a simple imageto promote a product is just the right answer to keep salesbrewing.
Before
Founded in 1990 by Richard Squire, Breckenridge Brewerybegan with the goal of making great beer in a Colorado town betterknown for skiing than anything else. Originally producing just3,000 barrels per year, it now operates seven pubs and restaurantsand produces almost 30,000 barrels. Though the brewery was nabbingtop honors at microbrewery competitions in the late 1990s,competitors were entering not only its core markets, but also itshometown of Denver-"the Napa Valley of microbreweries,"according to marketing director Steve Kurowski.
During
Teaming up with design firm Barnhart/CMI, the brewery poured outits computer-generated logo and created one as handcrafted as itsbeer, eliminating complicated elements that were difficult totranslate into packaging and merchandising, such as the drop-shadoweffect on the mountain. A more colloquial voice was adopted forads, with taglines such as "Brewed the way it is because wedrink most of it." The new visuals debuted on materials forthe brewery's SummerBright Ale.
After
Today, Breckenridge is ready to uncap the new packaging ofits flagship brand, Avalanche Amber Ale, and its new Hefeweizen.SummerBright sales overflowed expectations by 25 percent. And forthe first time, consumers can buy promotional items such as pintglasses and T-shirts. Sometimes, the best way to show great tasteis with simplicity rather than flash.
Elizabeth J. Goodgoldis CEO/chief nuancer of The Nuancing Group, a brand consulting firmin San Diego, and author of the monthly newsletter Duh!Marketing.
Contact Sources
- Barnhart/CMI
(303) 626-7200, www.barnhartcmi.com - Breckenridge Brewery
(800) 328-6723, www.breckenridgebrewery.com
