Whetstone Beer Co.

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Goals:

Integrated rebrand of established restaurant and beer company as a part of its 10-year anniversary.

Revitalize brand with a spirit of adventure to embody brand values and speak to target market.

Create branded packaging concept that capitalizing on the company’s innovative collectible sticker can label design.

Drive new awareness of the brand regionally and nationally.

Develop mini “social campaign” aligning with client goals, target market, and values.

Strategy:

Focus on iconic historic train station complex location of original restaurant and brewery along the picturesque Connecticut River.

Lean into passion for travel which was not possible during the pandemic.

Capture the essence of train travel posters highlighting national parks during the early 20th Century.

Leverage energy invoked by parks to experience adventure and embrace a vital lifestyle that is embodied in engaging in the great outdoors.

Deliverables:

Advertising campaign concept and execution

Advertising media buys

Complete rebrand with multimedia style guide

Design elements for updated website

Develop “Pints for Parks” cause campaign highlighting a Vermont state park twice per year with proceeds benefitting Vermont State Parks through Vermont Parks Forever

Event graphics

Launch event planning, publicity, and execution

Menu design

Merchandising

Packaging design

Point of sale materials

Public relations

Social media

Soft renovation of restaurant interior

Results:

National media coverage on rebranding concept, particularly within the American brewing industry

International coverage of collectible sticker label innovation and integrated beer brand designs

Spike in beer sales and new regional accounts

Significant uptick in merchandise sales

National coverage on launch of “Pints for Parks” cause campaign benefitting Vermont State Parks

Complete sell-out of inaugural “Pints for Parks” Jamaica State Park Kolsch

"For our 10th Anniversary, we wanted to celebrate by rebranding with an emphasis on our love of travel and adventure, as well as on the history of our iconic Whetstone Station location which is part of the original Brattleboro train station complex. Daimian and Maia nailed the concept, infusing new energy into our brand and giving it a vibrant new look.
We were also thrilled with their work with public relations to roll out our sticker label concept which got picked up by hundreds of news and media outlets worldwide. Their work in helping to conceptualize the “Pints for Parks” limited beer release to support Vermont State Parks was also exceptional. They consistently overdeliver."

– David Hiler, co-owner of Whetstone Brands

Project Date

2021 - 2023

Project Type

Identity & Rebrand
Packaging Design
Cause Marketing Campaign
Public Relations

Client

Whetstone Brands