Post on 11-Aug-2014
description
Ballast Point Brewing & Spirits Case Study
MiresBallBrand Design619 234 6631miresball.comTwitter: @miresball
MiresBallBrand Design
Staging the Brand for Growth
Our work for Ballast Point has laid the groundwork for a regional, national and international craft brewing and spirits brand that truly knows no boundaries. And is uniquely Dedicated to the Craft.
MiresBallBrand Design
Staging the Brand for Growth
What started as a small group of home brewers who simply wanted to make a better beer, evolved into the adventurers known today as Ballast Point. They live to add their own touch and ask if there’s a better way. That freedom has allowed BP to reinterpret brewing. And along the way seek to explore a brand that truly expressed their vision: A master brand that would connect the synergy of their home brewing stores, craft beer offerings and craft spirits line. And ultimately open the door to a full range of immersive experiences, from a new website crafted for mobile, 18 wheel rolling billboards, a beer garden at Petco Park, a bayside restaurant and tasting room, and now the construction of a new 100,000+ square-foot brewery.
MiresBallBrand Design
The San Diego craft beer pioneer needed a way to differentiate itself in an increasingly crowded market. Along with a new brand platform and story, MiresBall created the tagline ‘Dedicated to the Craft’ to communicate the brand’s passion and personality.
Strategy
MiresBallBrand Design
Strategy
MiresBallBrand Design
$14BCraft beer
annual sales nationally in 2013*
2XYearly growth
in sales the year following Ballast Point’s
rebrand
17%Estimated craft brewing sales
volume growth in 2013*
Climbed 17 ranks from previous year’s listing for Top 50 Craft Breweries*
Opening a new 100,000+ sq. foot brewing facility, more than 4X capacity
Ballast Point Beer
*Source: Brewer’s Association, Boulder, CO. 2013
MiresBallBrand Design
The refreshed Ballast Point brand identity incorporates a bolder typographic approach for improved legibility and shelf presence, while retaining the brand’s iconic elements in an expanded system of visual assets. The new identity unifies the growing family of Ballast Point brands — beers, spirits and the Home Brew Mart retail store — under one corporate banner.
Visual Identity
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Visual Identity
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Visual Identity
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Visual Identity
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Visual Identity
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Visual Identity
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Visual Identity
Before After
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Visual Identity
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Despite San Diego’s reputation as a craft beer mecca, Petco Park, home of the Padres, had never featured a local brewery in the high-traffic area normally reserved for big beer brands. The Beer Garden by Ballast Point sets the tone as a casual place to hang out and sample a lineup of great beers. The response was so overwhelming, their new spirits and craft beer bar, The Draft, launched Opening Day 2014.
Environmental
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Environmental
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Environmental
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Environmental
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Environmental
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Packaging
A favorite among local craft beer lovers, Ballast Point was poised to break into national markets, and eager to put their recent brand refresh into action. MiresBall highlighted the brewer’s signature fish illustrations and angling-inspired beer names and refined the brand voice with a clear focus on the process and passion. The new labels, cartons and cans create a billboard effect, and give audiences a more potent taste of the dedication that goes into every brew.
MiresBallBrand Design
Before
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Packaging
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Packaging
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Packaging
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Packaging
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Packaging
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Packaging
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Packaging
MiresBallBrand Design
Beer Awards
• 2014 World Beer Cup’s IPA of the Year: Sculpin
• Great American Beer Festival multiple wins
• 100+ Regional, national, and international beer awards
Design Awards
• 2015 Graphis Design Annual
• 2014 American Package Design
• 2013 HOW International Design
• 2013 Press coverage in The DieLine, Under Consideration, Oh Beautiful Beer, and more
Ballast Point Beer
“MiresBall are truly champions of our brand. Their insight and design sense helped accelerate our growing momentum. The new packaging stands out… We get just as many comments on the look of our bottles as what’s inside of them.” Hilary Cocalis Director of Marketing Ballast Point Brewing & Spirits Hilary@ballastpoint.com
MiresBallBrand Design
Ballast Point Beer
With a rapidly growing fan base, it was time to create a mobile-optimized experience. From backstory and stats, to awards and drink recipes, the new responsive website was the first for any craft distiller or brewer in San Diego.
Now visitors clock 2X as much time per visit.
Over 60% of traffic now connect via mobile or tablet.
MiresBallBrand Design
Digital
After a complete rebranding exercise for Ballast Point, MiresBall created a fully responsive web experience that featured an innovative, fresh look designed to truly engage its mobile fan base. Capturing everything from their full family of beers to the extension of a new spirits line, the site brought together Ballast Point’s complete brand story in a single, easy to navigate structure that can accommodate the anticipated growth of their offerings for years to come.
MiresBallBrand Design
Digital
MiresBallBrand Design
Digital
Before After
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And now, a little about us.
MiresBallBrand Design
Overview
MiresBall develops strategic, meticulously crafted narrative and design for highly driven brands.
MiresBallBrand Design
Capabilities
Brand StrategyResearchBrand Platform DevelopmentBrand Voice
Brand Identity Naming LogosVisual SystemsTagline
ExecutionPackagingPhotographyAdvertisingCollateralDigital/Video
MiresBallBrand Design
Years Average Client
Relationship
Agency
Years in
Business
29Employees
(Strategy, Creative, Account Service, Administrative)
24Years
Average Employee
Tenure
7.59
MiresBallBrand Design
MiresBallBrand Design
Elisha LutzDirector of Marketingelisha@miresball.com619 234 6631 x213
Let’s talk over a drink!