I was confronted by my friend and his ideas of branding out his popular craft beer appreciation Instagram page. I helped him create a brand and eventually as his followers grew we saw a market for creating some more content and merchandise. A few days and a lot of pages filled out in my notebook later and we had arrived on some core visuals for the brand and future merchandise. After researching the market and consulting with my friend we had decided on a format and marketing strategy to spread the word of his brand.
The main challenge for this branding was to create something that was missing in the craft beer appreciation world. There had already been a lot of different brands that went with a largely male targeted demographic and plenty that had a gritty rustic look. Our branding reflected what we truly wanted to bring to the craft beer world, a straightforward and obvious love for craft beer, it's process and it's community.
Research for this branding was quite easy since my friend had already met with and networked with multiple craft beer appreciation groups. He was an incredible collaborator and knew most of what the community is missing. Once we understood the direction we wanted to go in I piloted the development of the site, and branding resources for multiple stages of marketing. After getting approval on the site map i pushed forward towards the user experience.
After researching the market and seeing what competitors were doing with their user experience I noticed most of the visual language wasn't easy to understand and the flow of information wasn't there. I wanted to make sure that the user never felt lost, so I made sure to create an experience that instantly guided the user through the page. I found a specific web template via Squarespace and noticed what changes i'd have to make to create the visual experience we wanted. I went with Squarespace to make the upkeep of the site easy and comfortable for my friend once it was completed.
After the branding was completed and the site had launched we saw a tremendous amount of traffic, and support from craft beer breweries. ONUH took a trip across America which was documented for brewery testimonials and the support of craft brewing! Hearing the feedback from the people in the community and their interest in the brand is an amazing feeling and a lot of it comes from the unique collaboration with my friend that was extremely open and trusting. ONUH was a fun experience and I hope to see it grow into something much more.