Elmwood Leeds

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Creating a craft beer without a niche attitude, and strengthening its industrious, hard-working and no-nonsense heritage.

The challenge
The Bronx Brewery has a mission – ‘to craft the absolute best pale ales on the east coast.' They specialize in one style of beer, with no nonsense or pretence so that they can provide the people of NYC and the Bronx with craft beer that ‘they can be proud to call their own.'

With its latest brew, its hopes were to create a golden ale with an accessible lightness that would appeal to its existing consumers and build on its strength and pride within the local community. But also that would crucially take The Bronx Brewery out of the tri-state area and attract a new customer base further afield – a true flagship, or ‘banner’ beer.

The insight
The strength of The Bronx Brewery is its no-nonsense attitude to brewing. The local community is loyal to its hard-working and industrious approach to craft beer, so we respected this position while still bridging the gap between craft and the light-beer space. A line developed by The Bronx Brewery, a brew for those who ‘make stuff happen’, was key inspiration and guidance for our approach right from the start.

The bespoke logotype was carefully developed to reflect the local metal manufacturing industry in the neighborhood, through the use of punched and stamped metal while the metallic color palette also references the light and easy going nature of the brew.

A collage of industrial design elements and hidden details from the brewery’s history create a detailed and dense pattern to reinforce its heritage further.

To attract light-beer drinkers to the craft beer world, we stayed away from esoteric craft ale terminology and design cues, and instead created a no-nonsense tone-of-voice.

And to encourage purchase and reiterate the community feel, we added the story of their partnership with the New York Restoration Project:

For every case of Bronx Banner beer sold, The Bronx Brewery donates 5% of the proceeds to New York Restoration Project (NYRP) a non-profit organization driven by the conviction that all New Yorkers deserve a beautiful, high-quality public space within walking distance of their homes. The NYRP’s most recent undertaking, The Haven Project, exclusively focuses on renovating various open spaces in the Mott Haven and Port Morris areas, the same ones the Brewery is proud to call home.

The impact
The final design is a proud statement of raw grit for its flagship brew. And The Bronx Brewery is confident that it will grow its tribe beyond the tri-state area where it's already well-loved and has a dedicated following.

Bronx Banner is quite a different proposition vs. the brewery’s existing portfolio of pale ales, so for the majority of cases they have secured a new or incremental point of distribution. It’s stocked in 200 outlets in NYC and tri-state locations in both on and off-premise, and in benchmark Bronx bars such as Bronx Beer Hall, Bronx Draft House and Tosca and soon the New York Yankee’s Stadium. 

It was the biggest launch in the company’s 5 year history, and early signs are that it is on track to be a top selling brand, particularly with its presence in 44 Whole Foods in the tri-state area of New York, New Jersey & Conneticut.

Date created: August 2016 2016-08-01T00:00:00+0100
Date published: 27 January 2017 2017-01-27T09:08:36+0000

MADEIT CREDITS

Annual 2017 ShortlistA golden ale that The Bronx is proud to call its ownPackaging Project featured: on 1st February 2017 Contributor:

Elmwood has been a Contributor since 12th February 2016.

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A golden ale that The Bronx is proud to call its own

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