Weibel Brewing Co.
As my university capstone project, I created a craft brewery’s brand voice and identity, & marketing materials.
Weibel Brewing came into existence through my husband’s friend, who home-brewed with him. His last name and its meaning inspired the unique logo. I wanted to incorporate not just the hobby of my husband and his friend but also his wife. The color scheme utilizes her favorite color.
With brand identity established, work began on the labels, beer packaging design, and print materials necessary for the brewery. Then I worked on developing the website, social media assets, and email marketing campaigns.
Part of establishing the brand identity is keeping a cohesive aesthetic throughout printed materials. The Weibels are fun, hip, outgoing individuals so I wanted those traits to translate into the design of their company.
Brand voice in the digital realm is vital to the success of a business’ recognizability. I aimed to continue the aesthetic established in the brand identity and printed marketing materials. The digital assets include the company’s website, triggered emails, social media posts, and ads.
I wanted to showcase how effective triggered emails can be to a business; allowing them to engage customers and keep in touch without adding continious extra effort daily.
A social media presence is crutial to obtaining new customers and growing the company’s online exposure to a wide demographic population. An added benefit of social media is that is adds a layer of belief that the business is trustworthy and real.
Developing brewery merchandise is the last puzzle piece to the marketing and promotional picture. The merchandise allows customers to purchase and promote the brewery through organic marketing. Merchandising is also a helpful tool for giveaways and promotional events.
Elizabeth Varney
Living In
Detroit-Metro, MI
