ClientThe Collingwood Brewery
DisciplineBrandingPackaging
The Collingwood Brewery launched with a single product: Downhill Pale Ale. As they looked to grow their portfolio, they felt they needed to better define their purpose. A&M worked with the partner team to develop an ownable brand position that helps to articulate the TCB point of difference and to ultimately drive product development, product naming, brand identity, and packaging design. As the existing assets were designed on the can, there was no consideration of how the master brand would exist and inform the brewery, or the website, for example.
We drew inspiration from the existing product label. We wanted to retain some equity where possible to not confuse consumers that had already become advocates. From the master brand exercise, new product families were created. These included core brands, seasonals, and collaborations, all of which leveraged the master brand assets and product design construct to ensure consistency and alignment with the brand voice. Even the tagline has been around since the beginning; it truly feels like it’s all downhill from here given all of the brand’s success to date.
