BRAND IDENTITY AND RETAIL DEVELOPMENT CASE STUDY
A great brand starts with a great idea, but without proper execution, that’s all it’ll ever be — just an idea. Turning that great idea into a reality takes a creative identity, skillful application and strategic execution. Retail brands need all of these elements to work in harmony with each other, each strengthening the other by playing an important role in making a brand remarkable.
It’s this formula that makes a partnership with 88 Design Group and Grandstand so valuable to your brand. Our ability to integrate product selection and creative design can ignite your merch line and position it to generate realized gains in your design investment.
About Brewing Outfitters
Brewing Outfitters is a craft beer lifestyle brand that aspires to be the industry authority in what’s on-trend in the world of brewery merchandise and beer gear.
The brand was developed as a retail line for the 2019 Craft Brewers Conference in Denver, CO. Inspired by premium outdoor lifestyle brands, Brewing Outfitters was a collaborative project between Grandstand and 88 Design Group, developed to appeal to the interests of consumers with both adventurous tastes and personalities.
The purpose was to showcase the expertise of Grandstand and 88 Design Group to one of our core audiences: craft beer. With clients from all over the globe seeking consultation on design trends and product selection, we wanted to bring our industry knowledge and experience together in an interactive retail setting.
Utilizing our trademarked phrase “Support Local Beer” as the unifying theme across the brand made perfect sense, as the statement itself speaks to the camaraderie that craft breweries have with their local communities and vice versa.
The Brewing Outfitters brand is a prime example of bringing great ideas to life through an integrated merchandise line and into the retail environment.
The goal of the Brewing Outfitters brand was to develop a merchandise line with an identity that reflects the Rocky Mountain region, and the interests of craft beer enthusiasts and outdoor adventurers.
The outdoor lifestyle needed to be the recurring theme throughout the line. Identifying what activities capture the essence of the outdoor experience and what products resonate with a craft beer audience were the challenges that we faced.
With an idea in mind, the Brewing Outfitters brand needed a strategic design and accompanying merchandising plan that could not only establish the primary brand, but allow the concept to be scaled throughout three independent product lines to represent a full retail experience.
Developing an Identity
THE FLAGSHIP BRAND: BREWING OUTFITTERS
This flagship brand was developed as a playful combination of both bright and subdued natural tones that provide complexity and visual interest. The additional retail lines are consistent in color palette and design execution with the Brewing Outfitters brand, but feature their own family of icons that represent their independent theme.
All three collections consisted of a series of icons that could be scaled across its own merchandise line.
Each carries its own timeliness, purpose and identity, but a common creative thread provides connectivity and brand consistency between them. In addition to the visual identity, we also carried out naming exercises for each collection.
The visual identity of each collection and the practical application of each product was carefully considered when choosing which products would best fit within each collection. A mix of casual, practical and more premium products span each collection, providing balance, diversity and function within each, and achieving a cohesiveness across all three. The identity and products tie closely to the theme, providing a complete brand experience.
SCALING THE BRAND
In addition to scaling the identity of each collection across its corresponding product line, the designs were adapted and applied to uniquely fit each product to maximize the brand experience. The point-of-sale display was strategically designed to add that ‘retail’ touch to the experience. From product and pricing displays to branded signage, the Brewing Outfitters signature was present throughout the entire shopping experience.
SKIP AHEAD TO THE END
Starting with a simple but clear vision, brands can realize their full merchandising potential through the interplay of creative design and strategic product selection to provide a consistent brand extension that turns customers into your brand evangelists — all while helping you see a real return on your investment in design.