18/04/2017
Case Study Overview
As consumer interest and the practice of brewing craft beer continues to grow, creating a brand that stands out in this industry has been more challenging & competitive than ever. To put my knowledge of design and effective marketing to the test, I was assigned (at random) an existing microbrewery to rebrand. Not only does the design impact the brand, but more importantly, the strategy behind the demographic research is the foundation of a successful rebrand.
A study of brand strategies & marketing tactics are incorporated to support my rebrand; product, packaging, and promotion of consumer products. Emphasis has been placed on the development of my brand design, while also integrating marketing objectives throughout the process.
Rebrand Objectives
1. Define and promote unique qualities and values of Blue Hill’s craft products.
2. Enhance logo design to appeal to a new target audience while differentiating their brand from others and distinguish new affordances.
3. Apply all of the above to a variety of product lines, and advertisements to further improve the brands perceived value, brand equity & the overall success of the brewery.
Research
Canton, Massachusetts 02021
1020 Turnpike St, Canton, MA
Population (approximately) 22,000
Current USP (Unique Selling Proposition) - Barrel aged beer, brewed in-house using eco-friendly techniques.
Blue Hills Brewery was founded in 2008 in Canton, MA. Their brand name was inspired by their local trail used year-round by their residents. One of the most unique aspects of their craft beer is the variety of flavor and more importantly their brewing techniques.
SWOT Analysis
Strengths
Eco-friendly, barrel aged, handcrafted beer brewed in-house and served fresh from the source. Their products vary in style/flavor, and are sold at a competitive price.
Customers are encouraged to join Blue Hill’s Growler Club, Take the Hill Club, beer tastings & monthly events with live performances. These additional services influence frequent buyers, member incentive, rewards, and overall an improved brand/customer relationship. This provides beneficial offers that appeal to a wide variety of craft beer consumers, especially millennials. Blue Hills Brewery already has a decent foundation for consumer engagement. Their determination to build relationships, valued traditions, and brand equity is key to this rebrand.
Weakness
Their hours are limited (Mon-Fri) 10am - 6pm (Sat) 1pm - 7pm.
Products are only sold at the brewery.
Opportunity
Given the location of Blue Hills Brewery, they have a grand opportunity regarding this market. Massachusetts has displayed a large interest in the world of craft beer and breweries. They have also opened a door for opportunity with their rewards clubs & memberships.
Threats
Because products are sold exclusively at the store, limiting store hours has a huge impact on product sales & brand equity. Neglecting the opportunity to make these services available restricts the overall brand.
Competition; (approximately) 18 additional craft breweries in MA.
Rebrand & Marketing Strategy
Target Audience - Massachusetts has a large demographic appeal for the practice of brewing craft beer, and craft beer drinkers. In Massachusetts, 17% of women & 83% of men make up this demographic. However, when narrowing down my search to Canton, MA, the results took a surprising turn. The population of craft beer lovers in Canton, MA are made up of 61% of women and 39% of men; All of which enjoy live events at bars which is something to consider while executing this rebrand. My goal is to take advantage of this information and acknowledge women 21+ as Blue Hills new target audience; while still appealing to men. In retrospect, having more women involved with this brewery, may influence more men to join the community.
Unique Selling Proposition - The first craft beer brand created to entice the females who love their beer, & encourage more women to drink quality beer. Blue Hills Brewery has emerged from traditional marketing standards to embrace the culture of beer drinkin’ babes.
Product Value Proposition - Barrel aged beer, brewed in-house using eco-friendly techniques.
Brand Affordances - Barrel aged beer & babes who drink it - These unique affordances will support their location, value proposition while uncovering a new interest and marketing opportunities for an audience that has not yet been utilized. The ultimate goal is to create a brand that expresses a feminine personality, and bring awareness to the demographic of female beer consumers. This unconventional strategy will draw a huge amount of attention to Blue Hills Brewery and therefore establish a branded “trademark” in the competitive world of craft beer.
