Name and create an identity for a new micro-brewery and its core beers. Something to rival BrewDog – without the shouty attitude. Something quirky, interesting, fun and a conversation starter. Social and sophisticated. For men, and women, who aren’t afraid to go for something a little adventurous. Something with real visual impact and shelf appeal. An evocative name we could trademark and create stories around.
In my first interview with Darron, he talked passionately about the first time he tasted craft beer. How the big bold flavours had him instantly 'hooked'. His passion, and that word in particular stuck in my mind. Darron wanted a name with stand out, short and punchy with wide appeal – our research into drinker demographics showed female drinkers of beer were on the rise! We looked at many names but found most had been trademarked. We started to explore the musical concept of ‘counterpoint’ where notes overlay to produce melodies. The same could be said of the principal ingredients in beer. Then we had it… born from liquidity, music, depth and irresistible taste – Siren. All that was left was to bring it to life….
The ‘S’ logo of Siren has a fish hook tail – a deliberate nod to Darron’s first reaction to craft beer. Solid yet sensuous the mark is a strong counterpoint to the illustrations artfully depicting the four Sirens – Liquid Mistress, Broken Dream, Undercurrent and Soundway – the four core beers.
In order to keep pace with demand, the ‘Second Best New Brewer in the World’ (www.ratebeer.com) asked us to develop a modern,
mobile-friendly online shop accessible from the main website we had 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!
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 – just drop us a line at firstname.lastname@example.org