Sons of 1858
05/03/17

Sons of 1858

Craft Beer Branding & Naming

Sons of 1858

Two enterprising gents were looking to join in on the craft beer renaissance fun, but knew that following the pack wasn’t the right move. They wanted to capture the spirit of Colorado without cliché or run of the mill looks. They wanted a brand that represented the spirit of adventure, because, after all, the adventurous spirit is exactly what Denver was founded upon.

Sons of 1858 craft beer branding and marketing design tap handles

Challenge

  • Encapsulate the Denver attitude and mindset.
  • Get attention without the help of packaging, because this beer is tap-only, for now.
  • Dodge the cliché craft look and feel, and set the brand apart from the competition naturally.

Key Insights

Craft beer is burgeoning across the nation and Denver, Colorado is one of the epicenters of this resurgence. That means competition is fierce. Leveraging expected imagery wouldn’t work because the Rocky Mountains have been used to the point of being forgettable. We knew that one thing about Denverians has remained true throughout the decades: Adventurous spirit runs deep. Tapping this spirit in a way that was tangible and malleable to various groups of people would be key in crafting this new craft beer brand.

Solution

 

We focused our efforts on the human truth of: No matter who you are, or what you do for a living, there is an adventurous spirit in all of us. That fact set the team up for positioning this brand-to-be as a craft beer much different than others. Sure, exploring flavors, tastes, and ingredients is a great thing to talk about, but it’s not a new conversation. In fact, most craft beers talk about only that. This brand would be different.

Through rigorous naming exercises we created a name that captured the brand’s essence: Sons of 1858. A classic sounding name that nodded to the root of Denver, and those who make Denver their home. This name prompted a tone of voice to be threaded throughout the brand’s touch points. Pioneering, bold, edgy, and, at times, risque. The tone of voice informed the visual tone as well. Photography was carefully setup and shot to encapsulate the adventurer in all of us. This can be seen in the on-premise marketing touch points. (Special thanks to Ladd Forde for the photography.)

Sons of 1858 would launch in two restaurant locations in Denver, but would not have the benefit of packaging at first. This made the tap handle design even more crucial. Our solution was to tell the story of Sons of 1858 in way that would subliminally take hold, while demanding attention immediately. The tap handles are a representation of rock meets wood, the sun rising and setting on mountain tops, and a boldness that dares you to ignore it.

Finally, we furnished the team with a complete brand guidebook so they can build and grow the brand moving forward.

Date

2017

Format

Craft Beer, Craft Brewery

Team Size

Client: 3  / Vigor: 4

Location(s)

Denver, CO

Sons of 1858 craft beer branding and marketing design
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design tap handles
Sons of 1858 craft beer branding and marketing design
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Goldstar Vodka
12/06/16

Goldstar Vodka

Beverage Branding & Advertising

GoldStar Vodka

An Army Ranger veteran sought to elevate the positioning and style of his startup vodka brand. With a focus on giving back, and doing good for gold star families and their vets, this brand was already getting the attention of national publications. Vigor was tasked with crafting the positioning and design for their first nationwide advertising campaign.

Gold Star Vodka branding and package design advertising

Challenge

  • Create a look that told the brand’s story of military tradition, without breaching subject of mental illness
  • Refine existing brand into a unique, professional look that would compete on the same level as larger brands

Key Insights

The vodka market is rampant with all sorts of brands, but none so dedicated to the well being of armed forces as Gold Star Vodka. Most brands lean on the clarity of liquid to showcase the purity of the offering, but Gold Star doesn’t sell based on quality. The liquid speaks for itself. Instead, the brand needed to own their stance on giving back to our soldiers and their families, while establishing a gritty persona that would connect with the masculinity.

Solution

 

Although tasked with creating an ad specifically for Playboy magazine, our team was inspired by the brand and it’s founder. After assessing the brand’s identity and packaging design we could see there was a need to elevate the look to better tell the story.

Our solution started with a custom typographical treatment and a new approach on the “gold star.” The new star is a celtic inspired knot that nods to the founder’s roots while communicating the brotherhood of Army Rangers and other armed service people.

The angular typography informed other typographical decisions, while traditional armed forces iconography and imagery informed the overarching design aesthetic. For the packaging, this aesthetic is seen in it’s purest form where the strong typography is designed over the gunmetal black bottle.

The slogan, “Conquer the Night” was crafted to instill the sense of attitude for the quintessential Gold Star man. It’s chock full of swagger and style without being flashy and over the top. It’s confident and makes no excuses. “Conquer the Night” became the underlying driver of inspiration for the advertisement which ran across numerous issues of the renowned publication.

Date

2016

Format

Craft Spirits, Vodka, Distillery

Team Size

Client: 3  / Vigor: 2

Location(s)

USA

Gold Star Vodka branding and identity design
Gold Star Vodka branding and identity design
Gold Star Vodka branding and identity design
Gold Star Vodka branding and packaging design
Gold Star Vodka branding and advertising
Gold Star Vodka branding and advertising design
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Urban Tree Cidery
11/04/16

Urban Tree Cidery

Beverage Branding, Packaging & Interior Design

Urban Tree Cidery

With the vision to start a new legacy, while keeping an existing one alive, the founders of Urban Tree tapped Vigor to craft the identity for Atlanta’s first cidery. Our approach was to meld the urban with the rural in a medley worthy of representing the delicious product and the genuine love of Georgia. From packaging through identity and interior space, the Vigor team crafted the Urban Tree brand to become the legacy envisioned.

Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia

Challenge

The owner’s main challenge was to create a new brand that would communicate the genuine love for Atlanta, Georgia, and cider. The brand was purely a vision and an idea with no actual product yet in production. The Vigor team had to imagine the flavor profiles, identify the roots of the owner’s passions, and create a new beverage brand from the inside out.

Key Insights

  • Cider was on the rise in popularity with larger brands spearheading the charge.
  • Atlanta is a very tight-knit community with passion for the city and state, so local is a big sticking point that set Urban Tree apart from the big guys.
  • The two founders were both certified Master Cidermakers by one of the only places who offers such certifications located in London, England.
  • In order to control supply chain, the founders purchased a longstanding orchard in Northern Georgia keeping it from going under.

Solution

Finding the essence of the cidery’s passion was a simple task. The founder’s lived it and breathed it. They not only had an adoration for cider as a product, but also for Atlanta and Georgia. Their dream was to create a legacy that would grow and blossom into something much bigger. They not only wanted to start a legacy, they also felt compelled to perpetuate one in their purchase of a 100 year old Georgia orchard keeping it from failing.

With legacy as our focal point, the Vigor team began crafting packaging, identity, and interior design elements. The logo became the epicenter of the brand with its visual interpretation of urban meets orchard in an unforgettable “U” letterform.

The typography explored handcrafted to refined forms communicating the process of cider-making subliminally. Urban Tree’s packaging was an instant homerun with powerful colors and details that told the cidery’s story visually and verbally.

A tasting room would be Urban Tree Cidery’s brand experience immersion point. The interior design team at Vigor used the brand strategy as a basis for creating a space that would interpret, reinforce, and hero the brand’s passion and identity in a full sensory experience. The resulting space was a combination of memorable moments from the wood palette wall to the Georgia heritage wall all leading to the champion focal point of the full service bar that serves only Georgia-local beverages.

Date

2015

Format

Beverage, Alcoholic, Cider

Team Size

Client: 3  / Vigor: 7

Location(s)

Atlanta, GA

Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
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