THE WORKSHOP BREWING CO
Project Brief:
The Workshop Brewing Company is a brewpub that prides itself on a foundation of nature, community, and craft. They came to us looking to eliminate the workload of managing their marketing themselves, as well as grow their revenue. The metrics we set for our KPIs were to grow revenue by at least 5% above the current growth they had been seeing year over end.
The Diagnosis:
Through our discovery phase, we found that the Workshop’s brand messaging and execution of that messaging could be an issue that limits the revenue goals. We confirmed this through field research which along with SWOT and competitor analysis, consisted of interviews of key employees, questionnaires for patrons (in exchange for “penny beers”), and secret shopping.
After confirming that the Workshop’s messaging was a bit too revolutionary-centric, which was polarizing its patrons, we helped them to develop an evolved messaging strategy that is more welcoming and inclusive, while still maintaining the edginess of the brand that the owner desired.
The Workshop’s audience consists of two primary groups; the local year-round community of Traverse City and tourists visiting during the summer months. The new messaging needed to speak to both groups while illustrating what makes the Workshop special and why it’s a “must-visit” destination for the area.
Project Specs
Project Type: Marketing and Brand Strategy
Services: Marketing Strategy and Execution, Brand Strategy and Execution, Creative Services (Website Design, Ad Copy & Design, Print Design, Signage Design, Photoshoot)
Project Results
KPI Goal: Grow revenue by 16% year over end within a budget of $50,000
Result: Total growth of 26%, resulting in over $750,000 in additional sales, $330,000 over the original goal.
Website Design & Messaging
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Showcase the Brand
The goal of the website redesign was to accurately reflect the new brand messaging – welcoming, fun and lighthearted with a bit of blunt humor that’ll make you smile (or roll your eyes).
A Warm Welcome
To literal play on the welcoming nature of the new messaging, the introduction to the site features a photo of one of their bartenders handing out a cold beer. The shot is accompanied by the headline, “You’re Welcome,” which can be taken a few different ways, incorporating some of the blunt humor we were looking for with the brand’s tone.
Adaptable Design
To help keep the site’s look fresh, we created a design that’s modular and adaptable, allowing the Workshop to experiment with different intro/welcome messages. Below is an example of a witty message referencing various styles of beer.
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Atmospheric Design
To create a “workshop” vibe, we incorporated heavy layering of distressed textures found within both The Workshop’s physical space and within that of actual industrial workshops. Being able to incorporate these elements allowed us to create a level of visual depth and interest throughout the site, differentiating the brand from their competitors.
Photography
An on-site photoshoot provided us with warm and welcoming environmental and community-based photography as well as great product shots. These images were used extensively in bringing the new website and ad campaigns to life.
Brand Strategy
Message Strategy
We utilized our brand scripting process to examine what problem or “pain point” The Workshop was addressing for their patrons. Through our process, we found that The Workshop was unique in offering a welcoming space for all people, regardless of interests or background. The Workshop encourages people to visit through a wide variety of atypical weekly events, such as Celtic Irish Folk and Jazz, along with comedy and trivia nights, provided six days per week. With this knowledge, we highlighted their distinct approach with new messaging in their website, advertising, and other marketing tactics, welcoming all to join with a fun and light-hearted tone.
Brand Book
We created a brand book to clearly outline the new brand strategy for both internal team members of The Workshop, as well as vendors assigned to the creative team for the duration of the launch phase.
The cornerstone of the book is The Workshop’s mantra, “Nature. Community. Craft.” The book’s purpose is to capture the business’ vision while also clearly defining their employees’ role in the vision. The book also provides instructions on how to implement their new branding, including clear instructions on how and when to use the logo, supporting brand elements, fonts, photography,
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Advertising
ProCRAFTination Campaign
As part of the new brand strategy rollout, we created a series of ads, within our “ProCRAFTination” campaign, which featured humorous takes on what the made-up term means for various scenarios. The ads below were aimed at tourists visiting the area, placed in popular publications during the summer months, encouraging them to stop by and stay for just one more.
Billboard Design
Another tactic used to target tourists was the strategic placement of billboards throughout the community during the summer months. Highlighting The Workshop’s playful sense of humor, these billboards mimicked the typical “Wish You Were Here” post cards we’re all used to seeing, but in this case promoting the brewpub’s signature craft beer as the destination.
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Billboard Design
Another tactic used to target tourists was the strategic placement of billboards throughout the community during the summer months. Highlighting The Workshop’s playful sense of humor, these billboards mimicked the typical “Wish You Were Here” post cards we’re all used to seeing, but in this case promoting the brewpub’s signature craft beer as the destination.
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Video Production
With so many options for tourists to visit in the area, we created a video presenting the The Workshop as a “sure thing” with great beer, amazing food and live entertainment. We wrote a script and directed this commercial to highlight the fun to be had at The Workshop. This video played in hotel rooms throughout the city during the summer months, prompting viewers to stop in.
Menu Design
Perhaps one of the most important pieces of the new brand rollout within the pub’s space itself was designing new menus that fit the welcoming, fun vibe of The Workshop’s messaging. The redesign was inspired by vintage order forms and called attention to unique features of The Workshop’s products and business.
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On-location Photoshoot
We determined that real-life imagery of The Workshop Brewing Company’s location and craft beers should serve as a core part of the new strategy. Our team conducted a two-day photoshoot that captured the interior and exterior of the brewpub, the Workshop’s craft beers and food, as well as a live music event.
The photos were taken with shallow depth of field, blurring edges and pushing products forward, creating an up close and personal feel. These images were then paired with bold graphic elements and the brand colors, along with distressed vintage fonts—completing the heritage inspired tone we were looking to create.
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