Client: Brewhouse
Line of business: FMCG

Reinventing the face of real good ice tea

In a larger category dominated by sugared beverages, Brewhouse provides its customers with unique moments of consumption and product benefits by crafting real, organic, hand-brewed ice-tea. Originally, Bakheda Co. was brought in to redesign their packaging labels, but as work progressed, we eventually developed a brand system that would truly express Brewhouse’s mission of giving people a sense of holistic wellness through refreshing ice-tea that is “Brewed by humans”.

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As we wrapped up work on the packaging labels, an overall inconsistency within the language and visual of the brand became very obvious. This is when we pitched a rebranding to Brewhouse’s leadership. Our strategy strongly rested on our proposition that with a brand like Brewhouse, the biggest challenge is to not sound like a brand. Because they deal with organic ice tea brewed by humans, it is important for them to look and sound human.

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Brewhouse’s communication with its customers started with it's the immediate need to disrupt the market and create brand awareness by using funky brand visuals. They don’t talk about the product benefits or try to form a loyal customer base, yet. These steps happen in the successive stages where they attract and engage with customers by virtue of the product benefits and how it is made. We defined the tone of voice principles for Brewhouse to communicate their ethos. Brewhouse is fun, but not funny; they are confident, but never arrogant; but integraly, they are always positive.

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In went without saying that the organic and tag is important to Brewhouse. But, as we further got to understand the brand, we realised that their right to win comes from the fact that in a category dominated by sugared beverages, Brewhouse provides their customers’ unique moments of consumption created by real humans. 

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As we wrapped up work on the packaging labels, an overall inconsistency within the language and visual of the brand became very obvious. This is when we pitched a rebranding to Brewhouse’s leadership. Our strategy strongly rested on our proposition that with a brand like Brewhouse, the biggest challenge is to not sound like a brand. Because they deal with organic ice tea brewed by humans, it is important for them to look and sound human.     

Strategy and tone of voice

It went without saying that the organic and tag is important to Brewhouse. But, as we further got to understand the brand, we realised that their right to win comes from the fact that in a category dominated by sugared beverages, Brewhouse provides their customers’ unique moments of consumption created by real humans. 

Brewhouse’s communication with its customers started with it's the immediate need to disrupt the market and create brand awareness by using funky brand visuals. They don’t talk about the product benefits or try to form a loyal customer base, yet. These steps happen in the successive stages where they attract and engage with customers by virtue of the product benefits and how it is made. 

We defined the tone of voice principles for Brewhouse to communicate their ethos. Brewhouse is fun, but not funny; they are confident, but never arrogant; but integraly, they are always positive.

Graphic toolkit

Our logo and wider graphic style for Brewhouse are a portal to what the brand embodies. The graphic language is built to mimic the taste of their ice tea - subtle, organic, and refreshing. It gives the brand an artisan feel - crafted, not engineered. 

Logo, monogram

When creating a custom logo, we wanted to distinctly represent the unique message that Brewhouse embodies. The flowy, handcrafted lettering echoes the organic and refreshing characteristics of the beverage. 

When we need our logo at a smaller size, we switch to our monogram, which is built from modified versions of the letters found in the Primary logo. This makes a responsive logo system that is hardworking and agile. 

Colors

As part of the new brand identity, we developed an extensive color palette - from warm and refreshing, and neutral and confident. This way, these colors relate as much to what the brand stands for as they do to their products.

Type

With its soft, gentle shapes to its fluid, angular strokes, Recoleta, the primary typeface, gives us a familiar typeface that manages to bring in a fresh and modern touch. It also exhibits a variety of weights that provide a range of choices that help us give Brewhouse some typographic color. The secondary typeface Brandon Grotesque gives us a much needed break through its geometric-style san serif characters. 

Illustrations, adaptable patterns etc

Like every other element in Brewhouse’s visual arsenal, the illustrations are designed to be adaptable. Available as square blocks, pattern strips, and emblem like backgrounds, they lend themselves to various forms of usage. The somewhat realistic, yet styled approach speaks of the brands positioning as organic, natural, and affable. 

Brewhouse ice tea is packaged in bottles that are shaped in an agreeably atypical manner. We use silhouettes of these bottles as elements for secondary illustrations, creating meditative patterns that have a calming effect, just like tea. This paved a way for Brewhouse to initiate excitement within its customer base.       

Packaging

With the two currently available sizes for ice tea - 350ml glass bottles and 300ml PET bottles, and more products in the pipeline, we were careful to design labels that will be easily adaptable to various sizes. Shifting from the old labels that were inconsistent in style and iconography, we used the new illustrations in their block format with only the most important information in the front. This ensured a balance between the brand image and product benefits. 

Imagery

Following our graphic language, our imagery is based on the communicative needs of the brand. While we use funky brand visuals to aid market disruption, we use real shots of real people having fun in situations we want to be associated with to attract customers. With social media, there is space to create user-generated content that adds to the brands human-made appeal, making customers feel like they’re a part of the Brewhouse journey. 

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With the two currently available sizes for ice tea - 350ml glass bottles and 300ml PET bottles, and more products in the pipeline, we were careful to design labels that will be easily adaptable to various sizes. Shifting from the old labels that were inconsistent in style and iconography, we used the new illustrations in their block format with only the most important information in the front. This ensured a balance between the brand image and product benefits

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