Siren Craft Brew - Getting our hooks into beer branding…
Darron Anloy had a passion for craft beer which began at his first taste. He said the big, bold flavours made him instantly ‘hooked’. This passion was so strong that he built his own microbrewery. Before launching to the public, he approached Voyage to name his business and create a powerful brand identity (including packaging and a website) with real visual impact and shelf appeal. We thought, “Cheers to this as a challenge!”
Insight: We conducted interviews with Darron and other stakeholders to gauge thoughts about the beer. Darron wanted something quirky, interesting and fun. Something to appeal to men and women who aren’t afraid to be adventurous. We also researched drinker demographics and carried out trademark research on existing craft beer names.
Imagine: We explored the musical concept of ‘counterpoint’ where notes overlay to produce melodies, as the same could be said of the principal ingredients in beer. Then we had the name: Siren Craft Brew - born from liquidity, music, depth and irresistible taste.
We also developed the brand to be sophisticated and social, generating conversations around the brand’s four sirens (beer types): Liquid Mistress, Broken Dream, Undercurrent and Soundway.
Impact: Siren Craft Brew was a hit. To keep pace with demand we also developed a modern, mobile-friendly online shop accessible from the main website we’d already built. We created a seamless brand experience allowing users to navigate between the two, delivering content and commerce simultaneously. With features such as product galleries, and user reviews Siren’s store is an engaging and rewarding experience for customers while demonstrating a responsible attitude with a complex age-verification system – no mean feat!
James Williams, Creative Director at Voyage said “Powerful brands tell stories, if you look at the Siren Craft Brew logo you’ll notice how the ‘S’ has a tail – like a fish-hook – a deliberate nod to Darron’s first reaction to craft beer."
If you’d like to know more about this, or any other project, please get in touch and we’ll gladly talk you through the challenge, our thinking and the outcomes in more detail.
