NEMBEER

Context

NEMBEER was developed as a craft beer brand with a local identity, built around the idea of authenticity, community and belonging. The project set out to move beyond the status of a mere product and to create a brand with personality, capable of being recognised and differentiated within an extremely competitive category.

The challenge

How do you build a local brand in a market dominated by established producers, and turn a craft beer into a symbol of the community it comes from?

The challenge was not simply launching a product, but defining an authentic identity and developing communication capable of generating attachment and recognition.

The approach

The project pursued the development of a clear positioning and a coherent identity for the brand, through an approach that integrated strategy, communication and the consumer experience. The lines of work included:

• brand strategy;
• positioning and differentiation;
• defining the brand’s personality;
• developing the communication direction;
• recommendations for the visual identity and brand language;
• launch strategy;
• developing campaign concepts;
• recommendations on community activation and building local awareness.

Deliverables

• brand strategy;
• positioning strategy;
• communication strategy;
• brand platform;
• creative direction;
• campaign concepts;
• launch recommendations;
• communication plan.

Project value

The strategy aimed to build a brand with its own identity, capable of generating recognition and attachment in a competitive market.

Beyond the product, the project defined the development direction of a local brand built around community, authenticity and coherent communication, demonstrating the role that strategy plays in differentiating a business from its earliest stages of development.