Genuinely super excited about this one - a complete rebrand, from the foundations up, for craft beer company (now know as) Tapestry.
Six months of grafting summed up in 31 words - The founders have always had a belief in people and their individuality, and that by creating opportunity to collaborate, their own experiences weave together to form a rich, completely unique Tapestry.
Since humble beginnings, the company had evolved beyond recognition, and outgrown their previous identity. They wanted a complete rebrand. From audience research, to name brainstorms, to setting a tone of voice, right down to rollout of social and print collateral.
From here, the job soon became an exploration of all things patterns - that represent the brand, reflect the character of the individual and unique beers, and of course stand out in the incredibly bold and always exciting craft beer landscape. The challenge was to let the name influence the design in a fresh way, a nod to heritage, but from a contemporary angle.
A great sign of a successful identity is the ease with which it rolls out over the collateral to form single message, a brand consistency.