- Global / Local: International methods and ingredients / Homemade / Artisan Craft company.
- Contemporary/Popular culture
- Strong flavours
- Craft beer target demographic - drinking age employed males. 18 - 40
- Specialised market: mid/high end of beer range.
- Youthful, alternative
- Craft beers 2% of NZ beer sales but growing quickly (the number of beer companies has more than doubled since 2008, rising from 39 to almost 100 last year, according to industry research by ANZ.)
- Euromonitor - Craft beer is forecast to continue recording significant growth in New Zealand and packaging very important in a competitive alcoholic drinks industry
Aims
- Hipster aesthetic, Handmade, rough, off-kilter
- Simple stylisation: Naive with classy. Jovial with machismo.
- Marketing approach ; Amusing/flippant as reflected in current label design and copywriting.
- Colours reflecting current design materials. Strong impact, basic colour schemes.
Epic Beer Brand:
From the Epic Website:
Epic Flavour
"It reflected the way I like to brew beer. I like to have big aromas, flavours and taste in the beers."
Epic Challenge
"To start a new beer brand in this day and age, in a mature market, dominated by multinationals with huge resources, and the public perception that beer is a low value commodity, is a big challenge."
Epic Journey
"Everyone that lives in New Zealand, or travelled here for a holiday, they at some point in their or their ancestors lives had to make an Epic Journey. Whether it be by canoe or commercial airliner they traveled a great distance to the end of the world to be in this beautiful country of New Zealand."
- Keywords:Scale, flavour, impact, bravado, Larger than life.
- Triggers: Epic voyage, Epic tale, Epic legend, Epic strength, Epic quest.
Possible Influences:
-Homeric poetry, myth and legend. - Greek/Roman Odyssey/Iliad , King Arthur, quest for Holy Grail, David Goliath
-Cinema: Biblical epics - 10 commandments, Roman - Ben Hur, Gladiator, Medieval, Excalibur, Kingdom of Heaven.
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