Objectives: The primary goal of the rebranding project was to infuse meaning and purpose into the parent brand, guiding the customer journey from brewpub experience to product packaging, marketing, and sales. Additionally, the project aimed to redesign product packaging to enhance competitiveness in the market.

Approach: Extensive research was conducted on competitors, sales data, and market trends. A top-tier branding agency developed the brand's purpose and value proposition, while an award-winning design agency revamped the packaging design. Digital properties were also redesigned for a cohesive brand experience.

Elements of Rebranding: The logo was subtly tweaked to maintain brand recognition, while product packaging underwent significant redesign to reflect brand characteristics and appeal to target audiences.

Consistency Across Channels: A strong brand promise and value proposition served as a guiding principle for maintaining consistency across all channels, ensuring a unified brand experience.

Challenges and Solutions: One major challenge was differentiating audiences for beer and gin products. The solution involved tailored packaging designs, with sophisticated elements for gin targeting a more refined audience and rugged simplicity for beer appealing to a broader craft beer market.

Outcomes: The rebranding was a success, instilling a sense of purpose throughout the brand experience. Sales of redesigned products, such as Tokyo Drift beer and gin, witnessed significant growth, with gin sales quadrupling and gaining new distribution points across the province.