Way Beer Design & Branding WAY BEER by KOMM::DESIGN STRATEGY & SOLUTION

WAY BEER

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Industry Beers and Ciders
Media Design & Branding
Market Brazil
Agency KOMM::DESIGN STRATEGY & SOLUTION
Released November 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: CERVEJARIA WAY BEER
Product/Service: WAY BEER
Agency: KOMM::DESIGN STRATEGY & SOLUTION
Date of First Appearance: Nov 30 2010
Entrant Company: KOMM::DESIGN STRATEGY & SOLUTION, Curitiba, BRAZIL
Creative Director: Rebeca Apelbaum (Komm: Design Strategy)
Design Consultant: Roger Rieger (RTech3)
Art Director: Ana Luiza Bedin (Komm: Design Strategy)
Art Director: Daniela Rigotti (Komm: Design Strategy)
Art Director: Tanea Domaradzki (Komm: Design Strategy)
Art Director: Eduardo Maldonado (Komm: Design Strategy)
Production Manager: Wilian Pasqualin (Komm: Design Strategy)
Writer: Mariana Guimarães (Komm: Design Strategy)
Account Manager: Marcela de Masi (Komm: Design Strategy)
Media placement: IDENTITY, MERCHANDISE MATERIAL - BEER FESTIVAL BLUMENAU/SC - 23 NOVEMBER 2010
Media placement: WEBSITE - ONLINE - 27 FEBRUARY 2010
Media placement: BOTTLE CUSTMOMIZATION - SMALL DISTRIBUTERS - 19 APRIL 2011
Describe the brief from the client
We were assigned the development of a total brand identity for a newborn micro brewing company with a youthful and irreverent message but that still had a high quality perception in a new and developing market of craft beers.
Describe the challenges and key objectives
Although in an expanding market, we had to also work with elements that introduce potential consumers to the beer culture. Educating them about different types of beers, their history and also the right ways to drink them.
Besides that, we had to overcome the perception that special beers have of being high priced and not accessible, but on the other hand a new a worthwhile experience, on the opposite side of the mainstream beers.
Describe how you arrived at the final design
Work started with research on possible names that could build the bridge between the brewery's intent and the consumers desire. We decided to call it WAY. A short and easy to remember word that represents the brand's values: individuality, customization, and unexpectedness.
Rock n’ roll, skate and street art references were used to build the brand identity, on silk-screened bottles as well as playful names for all beer types that sound like music lyrics, which help differentiated WAY from other Brazilian mainstream beer brands. Graphics were applied to all brand interfaces: id system, website, beer coasters, table displays, etc.
Give some indication of how successful the outcome was in the market
Since its launch, WAY Beer has been participating in several market introduction events and consumer perception has been positive. The link we wished to create between the product and the buyer has been accomplished, since the consumer has been open to try something new and different.
The product's quality helps people buy it, proof is the recent prize won in prestigious beer contest, being chose as the best Brazilian American Pale Ale.
The consumer chooses the WAY that pleases him the most to Rock the Taste he prefers.