Craft Instinct

Brand

Your brand should be the most valuable asset your business has. And if it isn't, call us...right now.

At Craft Instinct, brand is at the heart of everything we do. From the simplest of flyers, to logo creation, maintaining a strong and consistent brand is THE key to having success in the marketplace.  We create brands for our clients, that become one of the most valuable assets for that company. Make no mistake, no matter how good your product is, if you havent got the brand to reflect it, it will not sell to its potential. Branding can be confusing, confronting and time consuming, but also exciting, and very rewarding (a bit like brewing beer!). At Craft Instinct, we are with you every step of the way, and take the time to delve in deep, to find out what is at the heart of your business's insides, so we can reflect it on the outside.


 
 

Hargreaves Hill Brewing Co Rebrand

Hargreaves Hill is a well respected brewery from the Yarra Valley. Established in 2004, by Australian standards they were one of the early birds to the craft beer scene. They are best known for their multi-awarding winning ESB, and have always projected a refined & traditional brand. A re-brand was called for due to the rapidly growing craft beer movement. Labels that were stand outs on the shelf 5 years ago, had become wall flowers. The crowded market place calls for bolder branding, the challenge was to this, while maintaining their traditional, refined brand.

 

The Old

 
HH logo_icon-01.jpg

THE NEW

 

After diving in deep, we solidified a vision, mission, target market and also uncovered a set of values that included 'Classic Mastery'. We identified this value as being unique to Hargreaves Hill, in the current experimental climate of the local industry. Using this value as the basis of what we wanted to visually communicate, coupled with our identified target market's taste and solving the shelf pop problem,  we created the following designs to re-brand Hargreaves Hill to help them achieve their vision and mission:

HH core range-01.png
 

We also rebuilt their website, took over the reins of their social media and designed an advertising campaign to reach their target audience, and create a strong, consistent message that stood out in the marketplace.

 
 
 
 The style of art deco posters  spoke to Hargreaves Hill's 'refined' target audience, while also standing out as with its unique and bold imagery.

The style of art deco posters  spoke to Hargreaves Hill's 'refined' target audience, while also standing out as with its unique and bold imagery.

 Art deco poster style was applied across the board with posters, sell sheets, tasting notes, shelf talkers and digital promo.

Art deco poster style was applied across the board with posters, sell sheets, tasting notes, shelf talkers and digital promo.

 
 
 The new Hargreaves Hill T-Shirts

The new Hargreaves Hill T-Shirts

 One of the digital components of  the brand launch marketing campaign

One of the digital components of  the brand launch marketing campaign

 The Hargreaves Hill restaurant needed some branding love too!

The Hargreaves Hill restaurant needed some branding love too!

 
 The new mid-strength ale JNR showing off its 6-pack design 

The new mid-strength ale JNR showing off its 6-pack design 

 
 The website re-design is clean, easy to navigate and includes a beer finders and online store.

The website re-design is clean, easy to navigate and includes a beer finders and online store.

 

 
 

The crafty Pint Rebrand

 

A rebrand is huge fun here at Craft Instinct HQ, but it comes with a big set of challenges. A rebrand usually comes when a business has evolved from what it started out as, and needs a new look and feel to take it where it wants to go. This was the case for 'The Crafty Pint', Australia's most popular craft beer website. What had started out as a beer blog, had evolved into a respected voice and powerful space for exposure within the Australian beer community.

 

 
  The old....

The old

 
  The new....

the new

 

We needed a logo that represented an authoritative voice, that acted through love, but didnt take itself too seriously.

We jokingly had a brief was 'a cross between Beer Jesus and Dumbledore', and funnily enough, the outcome was pretty close to that (think stained glass windows and the deathly hallows)! The logo needed to reference beer, but not be obviously beer, it also needed to be eye catching and 'look good on a T-Shirt'.

 
 

Once we had our logo and icon set, it was time to apply the new brand across all Crafty Pint applications. Obviously first up was the website. The content and layout of the website was working well, so it just needed a re-skin to implement the new brand. We wanted to launch with a bang, so we used a somewhat psychedelic  wallpaper, with moving parts for the homepage, and also animated the logo so viewers would recognise it as a 'character', and appreciate the many separate parts of the logo that made up its whole.

 

We also wanted to give all Crafty Pint's offerings the same look and feel, the main secondary scheme being the 'Crafty Cabal', so to link these two together we chose a triangle icon and the same font for the Crafty Pint logo. Next up, the logo needed to be flexible to work as a series of icons, one for each of the pages on the website. It was a journey, but the end result fulfilled all these requirements, with the colour scheme managing to represent founder James Smith's personality and flair.

 
craft bc.png
Crafty Tshirt.png
0285_CP_bottlesopener.png
0277_CP_barmat_v2.png