Wiedemann's | Brand Identity
With a brand history dating back to 1870, we were challenged to successfully reintroduce Wiedemann's to the market as a premium craft inspired beer. To maintain the historic value we created artwork that honored that history with color and form resulting in a new “vintage” look which communicates that Wiedemann's is the same trusted brand, but now has a new and improved recipe.
“Matthew Kennedy and the folks at Kennedy Creative have been right on the money with their approach for revitalizing Newport’s historic Wiedemann beer brand. We connected with Kennedy after a somewhat hurried launch, and they’ve created a new logo that captures elements of the old brand -- founded in 1870 -- while also effectively conveying an image of the new Wiedemann as a higher-value line of craft beers. That ‘best of both worlds’ approach was used in various point-of-sale materials and a sales deck that highlighted the brand’s new seasonal brews along with key brand assets that have endured over 140 years. Kennedy’s strategy and design team were both consultative and collaborative in developing the revisions and setting brand standards that translate into all the varieties we’ve launched. They even managed the label and packaging production process with our printers. The resulting strong brand presence was key to getting expanded cooler space at Kroger and other large beverage retailers in our core markets. All of which has led to increasing consumer sales, just as Kennedy assured us it would."
Owner, Geo. Wiedemann Brewing Co.
RESEARCH / BRAND AUDITS / COMPETITIVE ANALYSIS / CATEGORY AUDITS / BRAND POSITIONING / BRAND ARCHITECTURE / BRAND MESSAGING / MERCHANDISING STRATEGY / BRANDING / DESIGN / PACKAGING / COLLATERAL