Settled by Dutch immigrants looking for a greater life, town of Holland, Michigan continues to establish strongly with these roots, as proven within the structure, annual tulip pageant, and Windmill Island Gardens. It is also residence to New Holland Brewing Company, an early entrant within the American craft revival, beginning in 1996.
The brewery’s branding had a couple of Dutch-inspired parts, just like the spinning blades within the brand, however it wasn’t absolutely speaking the wealthy tradition and heritage of its residence. Company Design Bridge carried out a analysis journey earlier than the pandemic and noticed a chance to focus on the model’s native roots within the spirit of craft beer, the place locality is often a big a part of a brew’s id.
“Throughout our journey, we have been reminded of the idea of ‘gezellig,’ an all-encompassing feeling on the coronary heart of Dutch tradition that spans comfy to stress-free, pleasant to gregarious,” mentioned Mike Perry, inventive director at Design Bridge New York, in a press launch. “Embodying the model’s spirit of togetherness, we mixed this concept with the Midwest’s conventional but progressively pioneering angle to breathe new life into the model.”
The brand new model id leans on a heat shade of orange, the Dutch nationwide colour, including a complementary navy blue, and the brand new brand options a complete windmill as an alternative of simply the vanes. A brand new customized typeface and illustration fashion discovered inspiration within the classic metropolis indicators and conventional Delftware pottery.
The branding is extensible and works throughout New Holland’s total vary, together with their seasonal and limited-time brews. It additionally brings forth a definite and pleasant a part of the brewery’s character that shines on the brand new packaging, in addition to digital and different touchpoints.
“The rebrand not solely captured our true spirit but additionally uncovered superb tales price telling that was proper beneath our nostril,” mentioned Adam Dickerson, model supervisor for New Holland Brewing, by way of the identical press launch. “We realized a lot about ourselves, and Design Bridge introduced these tales to life in a lovely and up to date means. Their placing design helped maintain New Holland Brewing Co. related within the ever-shifting craft beer trade.
“We already see the optimistic results,” he added. “A few of our rebranded brews are averaging a +36% enhance within the charge of sale vs. the identical time final yr, which is nice.”
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