Carlsberg B2B Craft Beer Branding
Our ideas and experience helped Carlsberg successfully launch a B2B craft beer brand in Hong Kong.
We were approached by Carlsberg (HK) to create a B2B craft beer brand. The brand would need to resonate with the craft beer community and F&B entrée. The brand’s tone of voice would need to sound knowledgeable to the trade and approachable to craft beer consumers.
Starting with the brand strategy and positioning, we worked with the Hong Kong marketing team to create a clear, unique brand identity.
Services Used
- 01. Brand Naming
- 02. Brand Playbook
- 03. Brand Identity Design
- 05. Brand Guidelines
- 06. Brand Assets
- 07. Website Design
- 08. Presentations and Brochures
- 09. Events & Key Visuals
- + Photography, Videography + Social Media
Client feedback
ipulse has on countless occasions delivered us with an excellent final product, whether that be a product rebrand or a fully functional website.
The central idea of the brand mark was to show the two sides of the business through the use of two styles of fonts.
The word “craft” conveys a personal feel.
We created our own font and paired it with a bolder font for the word crew that represented the company’s business side.
The two are linked by a bar that runs through the design. Conceptualising the consumer and the service supplier meeting across the bar for a craft beer.
Craft & Crew, call us distributors, suppliers or just craft beer lovers. Every crate at Craft & Crew holds the story of a true craft brew.
We named the brand Craft & Crew. Craft, expressing the craft and skill required in brewing a craft beer.
The Crew is the team that travels the world to bring back the best quality craft beers.
Craft & Crew, call us distributors, suppliers or just craft beer lovers.
We created an agile craft beer brand that communicates across all media touch points.
Comprehensive brand guidelines were created to cover the application of the brand when appearing alongside partner brands.
Deliverables included packaging, brochure, and PowerPoint presentation design.
Brews sourced from across the world are now available to consumer's fingertips and lips.
Our web design team created a dual-language WordPress website, with the brand story and messaging evident throughout the site’s navigation.
We created brand assets for the page design. They also worked with the individual beer brand guidelines to ensure a high level of consistency. Craft beer enthusiasts can quickly locate their closest bar to sample refreshing HK YAU, Grimbergen, Poretti, and Brooklyn beers using an interactive map.
Marketing Campaigns were developed along with overseeing the brand photography and videography.
We stayed engaged as a creative design agency to deliver a social media strategy, content creation, and management across the first year following launch.
We were happy to see the beer be adopted and savoured across Hong Kong’s craft beer community, and collaborated on a series of future event marketing initiatives.
