GREAT LAKES BREWING COMPANY
*This project is not sponsored by, associated with, or endorsed by GLBC*
Great Lakes Brewing Company is a brewery and brewpub in Cleveland, Ohio. Founded in 1986 the brewery
helped to revitalize Cleveland's West Side throughout the years. The brewery still stands in its original
location and now they distribute their artfully crafted beers to the Great Lakes Region and throughout the Northeast.
IDENTITY, PRINT, WEB, PACKAGING, PHOTOGRAPHY, COPYWRITING
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BRAND IDENTITY
Great Lakes Brewing Company strives to capture the essence of lake culture. Life is different at the lake and GLBC wants to indulge in this feeling with their customers. It's a place where the stress of life is left at the door and simple, easy-living reveals itself again. Whether it’s sharing belly—laughs or sharing beers that satisfy your belly, GLBC wants to provide the atmosphere that makes spending time at the lake an escape for so many.
POSITIONING
Great Lakes Brewing Company provides beer drinkers of all ages with artfully crafted beers. We do this by providing beer drinkers with quality beers inspired by lake culture and the Great Lakes.
AUDIENCE
Great Lakes Brewing Company appeals to adults over the age 21 years old. More specifically our target market will be men and women ages 21-55 who enjoy craft beers.
BRAND DEVELOPMENT
Roughs
Work in progress
LOGO LOCKUP
BRAND GUIDELINES
STATIONARY
This book will demonstrate the proper handling of Great Lakes Brewing Company’s branding. These elements include logos, clear space, typography, and color. To preserve the integrity and cohesivenesses of this brand, these guidelines must be executed accordingly.
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Great Lakes Brewing Company seeks to appeal as a clean an approachable business. This was kept in mind while developing stationary materials that feel inviting, professional, and modest in design.
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AD SERIES
Life is different on the lake and through this invitingly-indulgent ad series, GLBC will seek to influence it's audience. These ads can function in both web and print.
PRODUCTS
Emphasis was placed on the artwork for the beer can and the bottle to create a design that would be eye catching to passing customers. A clean, straight forward design was utilized to capture customers at cooler doors and from behind bar tops. Graphic t-shirts were created to further support the brand.
WEB
The website utilizes large photography to showcase different areas of navigation. The header navigation houses information on GLBC philosophy, artfully crafted beers, merchandise and more. For example a feature page was expanded upon to demonstrate and a secondary page under the beer tab. The design of the pages work responsively and were considered for different devices including laptops, tablets, and mobile.
GUERILLA MARKETING
GLBC wants to build a presence within it's West Side community and creatively market in areas of high foot traffic. Installations of painted crosswalks, along with corresponding signage, would direct potential customers towards the business. Both elements would be strategically placed in near walking distance areas.
SIGNAGE
Store front signage.
FOOD TRUCKS
By taking a mobile approach to business, GLBC has the ability to actively market within the greater Cleveland area. A food truck service opens business to further food and beverage sales while also becoming a brand presence in the community. Cleveland provides a vast amount of viable options for food truck sales. For example, a mockup has been created that strategically places the truck at the Cleveland Indians game.
