tri peaks brewing co
This case study investigates product design and distributing for a fictional brewery. The brewery is starting from scratch, needing; a name, logo, website, marketing materials, and product design. We must create a brand identity around a target market and the companies personality. The company is fictionally based in Santa Monica California.
Personality – The Santa Monica Mountains are located about 20 miles up the coast of California from Santa Monica and offer a drastic change of scenery from the sandy beaches and crowded piers of Santa Monica. Tri Peaks is an offshoot hiking trail located in the Santa Monica Mountains. It is far less popular than other trails in the area but with some extra effort, offers some fantastic views. This is why we will call our brewery Tri Peaks, and this is the foundation for our personality. Off the beaten trail, with a bit of extra effort, and well worth it.
Target Market – Like most small breweries, we are looking to market to the craft beer drinker! Or anyone that drinks beer really. We will narrow our focus a little more, to the outdoorsy beer drinker. The kind of beer drinker that hikes to the top of a mountain to drink their beer because beer tastes better at high altitude.
Branding Materials and Marketing – We started with a logo, the cornerstone of our brand identity. The goal was to create something that was easily recognizable and looked good on all types of merchandise and advertising. Besides the beer itself, the can design is the most essential part of a good beer. We developed three cans, a lager, a pale ale, and an IPA. The design needed to emphasize our brand’s personality and be aesthetically pleasing. We also designed a website, packaging, and delivery trucks. To help spread the brand we would sponsor outdoor events, organize social beer hikes and assist in the maintenance and support of the Santa Monica Mountains by donating proceeds from events and sells.