Deep Well Brewing
Deep Well Brewing
Whiteside Brewing Company, a beloved brewery located in the rolling hills of central North Carolina, embarked on a transformative journey, including significant renovations and a rebranding effort. Recognizing the need for a fresh start, they decided to rename the brewery as Deep Well Brewing. This change not only allowed them to shed their outdated identity but also presented an ideal opportunity to revitalize their brand and attract both new and loyal customers.
Logo / Guidelines / Identity / Packaging / Advertising / Apparel / Stationary / Signage
The focal point of the rebranding effort is the new logo, which prominently features a visual representation of a deep well. This logo serves as a visual metaphor, symbolizing the depth, quality, and richness of Deep Well Brewing's offerings. Upon closer inspection, one can discern the clever incorporation of a pull tab from a beer can within the well image. This clever integration of a recognizable brewery element adds a touch of familiarity and reinforces the brand's association with beer. The pull tab can also serve as a secondary mark, providing flexibility in brand application across various touchpoints.
The aim was to strike a balance between simplicity and recognizability in the logo. By opting for a simplified, yet distinct and easily recognizable design, Deep Well Brewing ensures that their brand will have a lasting impact and resonate with a wide audience. This approach paves the way for expanded reach and an increased customer base.
To establish a cohesive brand identity, an extended brand system was developed. This system encompasses typography and color palettes, providing guidelines for consistent usage across all brand materials. By carefully selecting appropriate typefaces and color schemes, Deep Well Brewing ensures that their brand visuals align with their desired messaging and evoke the desired emotions.
In addition to the logo and brand system, the design process also involved creating a range of brand expressions for physical products. These expressions include can designs, apparel, and various merchandise, all the way to in-house signage. By extending the brand identity to these tangible items, Deep Well Brewing creates a consistent and immersive brand experience for customers, regardless of the touchpoint. This comprehensive approach strengthens their brand recognition and fosters a strong connection with their audience.
Overall, Deep Well Brewing's rebranding effort demonstrates a commitment to growth and evolution. Through a thoughtfully designed logo, a cohesive brand system, and a diverse range of brand expressions, they are poised to captivate both existing and new customers, solidifying their position in the competitive brewing industry.
Done in collaboration with Thompson and Prince