ABOUT
Nirvana brewery makes low- and no-alcohol beers, ales and lagers. Proud of their focus on quality and natural ingredients, they needed a unifying master brand and product designs to support their growing portfolio. The new branding also needed to embody the brewery’s zest for life and passion for achieving a balanced lifestyle, and increase their appeal to both drinkers and non-drinkers.
They approached Studio More for some strategic thinking to help deliver a striking brand expression and solve the conundrum of how to integrate their existing bestselling lager, which was well-known to stockists and consumers under the previous branding.
Dan Wilson, creative partner at Studio More, said, “We created a masterbrand and new design toolkit using a rich, flexible visual language that tells the brand’s story, conveys the ‘perfect beer’ journey –inspired by the ‘perfect state’ of Nirvana – and the unique brewing process. With roots in the original branding, the design toolkit evolves certain key equities, such as the ‘transcendental’ hand logo. The work not only gave them a masterbrand strong enough and striking enough to support growth, it also seamlessly integrated their bestselling lager without sacrificing brand recognition.”
‘Balance’ was a key theme. The design’s perfect symmetry, radiating out from the hand, represents finding your perfect state, while the illustrative arrows and dotted lines convey the ‘life is a journey’ message. Rather than being just another no-alcohol brand in a growing market, Nirvana stands out as a celebratory lifestyle choice brimming with positive vibes. The gender-neutral aesthetic works beautifully across social media, presentations, trade stands and more. Add a new brand story, brand values and tone of voice, and Nirvana is ready to ‘make the good times last’.
A recent winner in the World Beer 2020 Awards, the brewery’s strengthened brand, unified product range and eye-catching visual expression is opening doors to a fresh world of growth potential. Rebecca Kean, co-founder and brand owner, said, “Studio More united two brands to create one big Nirvana family, helped define our positioning, and gave our brand a sharper commercial focus. No mean feat. The results were a single, beautiful look and feel with engaging lifestyle messaging. We now have an amazing brand presence with collateral that can translate from the bottle across any media.”
CLIENT REVIEW
Studio More united two brands to create one big Nirvana family, define our positioning, and give our brand a sharper commercial focus. No mean feat. The results were a single, beautiful look and felt with engaging lifestyle messaging. We now have a fantastic brand presence with collateral that can translate from the bottle across any media.
Becky Kean
Co-founder at Nirvana Brewery
16 Apr 2021