Overview

Year

2017

Client

HEROES BEER CO.

SERVICE

WORKSHOPS
NAMING
VISUAL IDENTITY
COMMUNICATION
ILLUSTRATION
COPYWRITING
COLLATERAL
INSIGHTS
STRATEGY
BRANDING

Extraordinary comes in all different shapes and sizes.

Three beer enthusiasts approached us with a dream — to create a "superhero" beer that stands out in the crowded craft beer industry. Our objective was not only to design an instantly recognizable brand identity that reflects the energy and spirit of their brewery but to delve deeper and uncover the purpose and vision behind their dream.

Through series of brand and visual workshops, we aimed to co-design together with the founders to capture their vision in the perfect form, create a brand identity that truly represents their unique and inspiring beers, and ultimately unleash the heroes within!

By incorporating play and design thinking workshops, we collaborated to develop a platform that showcased the extraordinary potential of beer enthusiasts and creators working together to unleash their inner heroes and craft innovative and unique beers.

A BRAND BUILT AROUND PLAY AND COLLABORATION

Our approach involved integrating the concept of play into design to enhance creativity and stimulate novel ideas. We ran a series of ideation visual and design thinking workshops that really opened up the creative process and discovered new options that fed into the narrative and visual pillars of the brand.

This also led us to a co-create a logo design that embodied the spirit of the brand where the small “h” in “hEROES” represented the humble beginnings of all heroes. Believing all heroes are ordinary people doing extraordinary things the trio believed the platform could help beer lovers to unleash their inner heroes and craft innovative and unique beers together.

Creative

EVERY BEER HAS A STORY TO TELL AND A HERO BEHIND IT

To bring these heroes to life, we conducted 1:1 interviews with each of them to uncover their unique story and passion for beer. This process of empathising with our heroes and understanding their motivations is the foundation of our design thinking approach.

We then took these insights and translated them into captivating visual narratives that accompany each beer. Each hero's story is portrayed through hand-drawn illustrations, 'generic' type design and a cryptic backstory that pique the curiosity of beer enthusiasts and casual drinkers alike.

To ensure flexibility, we developed a comprehensive visual design system and guidelines that capture the essence of Heroes Beer Co.'s identity. This system not only incorporates different flavors, strengths, and types of beer but also enables seamless adaptation for future product offerings.

Activation

‘This whole thing is a sum of elements that portrays everything that’s going on inside our heads.'

‍
-Angus Ip, Co-Founder of Heroes Beer Co.

The result is a brand identity that is a kaleidoscope of fresh, vibrant, and playful visual narratives, co-built with the founding members of Heroes Beer Co. This approach not only sets them apart from their competitors but also establishes them as a key player in the beer community.

By empowering 'ordinary' beer enthusiasts to co-create, this innovative approach has given a voice to the underrepresented and resulted in some truly tasty beer heroes being brought to life.