Awards Drygate Brewing Company is the Design category UK’s ... · slightly hazy. acqua, malto...

Marketing Society Star AwardsDesign category

Drygate Brewing Company is the UK’s first experiential craft brewery, a joint venture between The Williams Bros. Brewing Co. and Tennent Caledonian Breweries.

Despite its stakeholders/owners, it is an independent business in its own right that had to stand on its own two feet from day one.

Strategic thinking & effective planning

One of the principal objectives of this new business was to explode some of the snobbery and elitism that has evolved with the growth of the craft beer industry.

This submission relates to the design and development of the Drygate brand in light of this objective, which also influenced the application of the brand in the brewery and commercial environment (bar, restaurant, website). The primary design partners in this process were D8 and Graven.


Key facts:

Drygate Brewing Co. is located at Wellpark, in Glasgow’s East End, 10 minutes’ walk from George Square.

Drygate has created 29 new jobs in total – 6 in brewing and 23 in The Vintage restaurant.

The Drygate brewery consists of a 24 HL brew kit, capable of producing one million litres of craft beer annually. The Drygate Studio Kit - for members of the public to use - has a capacity of 2.5 HL, capable of producing 1,000 HL of ‘DIY craft beer’ every year.


Key facts (continued):

The Vintage was awarded ‘top 50 UK gastropubs’ in 2014 and also featured in The List’s Hot 100 2013. The Vintage at Drygate is managed by Operations Director, Darren Blackburn and seats 120.

An upstairs beer hall linking to an outdoor terrace features 16 keg and 8 cask beer taps as well as a 200-strong bottle list.

An upstairs venue/gallery space has capacity for 300 people and is used for events such as live music, comedy, fairs and exhibitions.

The Drygate bottle shop stocks a range of 400+ craft beers from across the globe.

There is no where else like Drygate in the UK.

The Drygate design brief required the brand to work across a range of touchpoints from product to environment and across multiple channels, from interior and packaging through to online and social media.

Crucially, it had to pull in punters off the beaten track and differentiate itself from its parent companies.

The brand had to be:

- international in outlook, renowned for quality, innovation and consistency

- an inspiration to DIY brewers

- inclusive, committed to breaking down the barriers between brewery and drinker, its doors must always be open to those with an open mind.


We quickly decided that the brand should always talk openly, clearly and to the point: it’s forward-thinking.

Drygate should also speak with warmth, as your comrade and equal: there’s no time for snobbery or negativity. Never colloquial, Drygate is an international brand.


Who is the Drygate drinker?

From the brief we understood that our target market was...

a 21–35 year-old, male, at the middle of his craft journey. Interested in the story, doesn’t like to get too bogged down in the detail, he:

- lives in the city, is active and sociable

- appreciates quality

- has a wealth of choice around him

- likes to discover people, cultures, ideas and lifestyles

- is an explorer by nature.

He’s travelled a bit and visited a couple of craft places in London. He’s read about the others online and likes the overall experience they offer.


From our initial research there were three key factors which we felt required consideration:

- The site itself was very industrial, something the client chose not to disguise. As a result any identity had to be strong enough to live within the space without being dominated by it. There was also the ‘glitter’ to consider - the industry married with creativity, producing something truly unique.

- The craft beer market is a crowded and visually very busy place, with competition from mainstream brands, specialist retailers and direct competitors. We are now past the tipping point, craft beer is everywhere and will continue to grow. Creating stand out through a unique and ownable story for Drygate was key to its success.


- The Drygate personality is an important part of this unique story. Drygate has international aspirations and, as such, had to talk in a straightforward, cosmopolitan way.


We began our creative development by looking at the Drygate marque; a strong visual symbol that would give the brand its most immediately recognisable property post-launch.

One of our foremost thoughts was the building itself and a comment made during the briefing sessions that the brand should “belong to the place”.

Originality, creativity, execution & implementation

©D8 Ltd 2014

The seven peaks of the Drygate building give it a strong aesthetic, hinting at its industrial past. We used this unique architectural feature as the basis of our marque.

The Seven Peaks

The marque isn’t just a reference to the building. The original meaning of Drygate is ‘priest’s path’ (Germanic/ Nordic translation) and our marque represents the Drygate path or journey.

Being exceptional isn’t easy so the path isn’t straight.


exCePTIONALeVeRYDAY

The craft beer market is saturated with labels that feature condensed type. It’s the default setting for craft and doesn’t help to distinguish any of the brands. It’s exactly what you’d expect to see so Drygate had to avoid this at all costs...

Our thoughts turned to a brief discussion about the Bauhaus that we had during one of the pre-pitch meetings. Bauhaus had a huge inuence on modernism, particularly in architecture, when post-war europe had to find new, innovative ways to rebuild. This fitted with the theme of regeneration that is part of the Drygate story...


We found that by extending the crossbar of the A we could create an original logotype that, like the seven peaks, referenced the space; the pathway from the beer garden into the apex of the roof. We also rounded the type slightly to create a slightly friendlier, yet still visually strong, bespoke logotype for Drygate.

Positioning

When it came to labelling Drygate’s core range of beers, it made sense to build on the spirit of collaboration that courses through the brewery.

It made sense to partner up with Glasgow School Art, so we asked GSA students and graduates to create a series of illustrations that could be used to promote the company’s initial range of beers and carried across all brand activation, including digital and interiors.


Bottle art created by Jack Bedford & Linda Sweenie Special thanks to The Glasgow School of Art

Beer/Birra/Biere/Cerveza/Starköl/Leann

INGREDIENTS: WATER, MALTED BARLEY, HOPS, YEAST. BEER MAY POURSLIGHTLY HAZY. ACQUA, MALTO D’ORZO, LUPPOLO, LIEVITO. BIRRA LEGGERMENTE TORBIDA. EAU DE SOURCE, ORGE MALTÉE, HOUBLON, LEVURE. LÉGÈREMENT TROUBLE. CONTAINS GLUTEN / CONTIENE GLUTINE / CONTIENT DU GLUTEN /INNEHÅLLER KORNMALT / SISÄLTÄÄ OHRAMALLASTA.

alc.4.4% vol.

500ml

Please drink responsibly

BEST BEFORE END/DA CONSUMARSI PREFERIBILMENTE ENTRO/A CONSOMMER DE PRÉFÉRENCE AVANT/ BÄST FÖRE UTGÅNGEN AV

2.2

UN

ITS

DRYGATE BREWING COMPANY85 Drygate, Glasgow, Scotland G4 0UTwww.drygate.com

5 034743 300030

Bottle art created by Andrew Park Special thanks to The Glasgow School of Art


INGREDIENTS: WATER, MALTED BARLEY, HOPS, YEAST. BEER MAY POURSLIGHTLY HAZY. ACQUA, MALTO D’ORZO, LUPPOLO, LIEVITO. BIRRA LEGGERMENTE TORBIDA. EAU DE SOURCE, ORGE MALTÉE, HOUBLON, LEVURE. LÉGÈREMENT TROUBLE. CONTAINS GLUTEN / CONTIENE GLUTINE / CONTIENT DU GLUTEN /INNEHÅLLER KORNMALT / SISÄLTÄÄ OHRAMALLASTA.

alc.5.5% vol.

500ml


BEST BEFORE END/DA CONSUMARSI PREFERIBILMENTE ENTRO/A CONSOMMER DE PRÉFÉRENCE AVANT/ BÄST FÖRE UTGÅNGEN AV

2.8

UN

ITS


5 034743 300016alc.4.7% vol.

500ml BEST BEFORE END/DA CONSUMARSI PREFERIBILMENTE ENTRO/A CONSOMMER DE PRÉFÉRENCE AVANT/ BÄST FÖRE UTGÅNGEN AV

Bottle art created by Patch Keyes & Good Press Special thanks to The Glasgow School of Art



INGREDIENTS: WATER, MALTED BARLEY, MALTED WHEAT, APPLE JUICE (5%), HOPS, YEAST. BEER MAY POUR SLIGHTLY HAZY. ACQUA, MALTO D’ORZO, MALTO DI FRUMENTO, SUCCO DI MELA (5%), LUPPOLO, LIEVITO. BIRRA LEGGERMENTE TORBIDA. EAU DE SOURCE, ORGE MALTÉE, BLÉ MALTÉ, JUS DE POMME (5%), HOUBLON, LEVURE. LÉGÈREMENT TROUBLE. CONTAINS GLUTEN / CONTIENE GLUTINE / CONTIENT DU GLUTEN / INNEHÅLLER KORNMALT - OCH VETEMALT / SISÄLTÄÄ OHRAMALLASTA.


2.4

UN

ITS

5 034743 300054

We created a series of distinctive labels for shelf-standout in places like Tesco. We also worked hard to capture the essence of Drygate in memorable product names and gutsy tasting notes.


We then set up a template so Drygate can create itsown labels on an ad hoc basis.


It’s an experiential craft brewery with young,innovative brewers, so we made sure it’s an interesting experience, carrying the brand into the brewery itself. Not to mention the bar and restaurant...

Drygate captured the imagination of the ‘design community’, with two stories featured in Creative Review:

Scale and evidence of results

It featured in GQ, Conde Naste & Wallpaper* magazine...


A German design bible (we think this was positive although we don’t speak German)...


As well as numerous other media outlets...Scale and evidence of results

The campaign reached 11.1 million people with 106 pieces of coverage in the space of 10 weeks. The furthest media visit was from an Australian film crew who had heard about Drygate as a must visit space in Glasgow with incredible design.


Creating a brand and positioning for a zeitgeist product like a craft beer was a huge challenge.

Without careful handling, numerous traps involving stereotypes, cliches and hackneyed, fly-by-night visual references could have been a real threat.

By really understanding the ethos of the owners, really getting to know the personalities driving the operation and sussing out their motives, the team came up with a brand identity true to the company ethos, timeless in style and honest in application - something that successfully straddles high design and widespread popular appeal at once.

Of course, the fact that the beer tastes great has been a factor in its success too!


One of the best measures of success is how Drygate has become a real focal point of the local area - a thriving local venue, giving an invaluable boost to an ongoing regeneration initiative.

Locals didn’t have many options, now Drygate offers them events like Craft Beer Rising, comedy nights, vintage and craft fairs, coffee festivals, private parties, sporting events etc.

The Drygate core range of beers are now pouring in pubs across Scotland and are available in Tesco Scotland.


“As someone who has lived in Dennistoun for almost 15 years, it has been really exciting to witness the change in the neighbourhood since the arrival of the Drygate.

From day one, I was in noseying around and was made to feel extremely welcome. I spent most of the summer doodling on the chalkboard tables, drinking cold Bearface as the sun shone down on us.

Now, there are lots of great bars in the ‘hood’, but still you will find me and my friends all meeting in the Drygate to try a couple of the new arrivals.”

Kelly, Drygate regular


Awards Drygate Brewing Company is the Design category UK’s ... · slightly hazy. acqua, malto...

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