Austin Beerworks

In its first year and a half, Austin Beerworks surpassed their five-year goal, growing an unprecedented 400% and ranking as one of the nation’s fastest-growing breweries. It all started with four guys who could craft stellar beer but needed a brand.

As a small startup brewery entering an increasingly crowded marketplace, the potential to be swallowed up by the sea of craft beer competition was a real concern. Communicating to consumers that the brewery is both local and remarkable was crucial, and the need to stand out on the shelf was paramount.

By bucking craft beer clichés and focusing on what makes the brewery unique we built a brand strategy and identity that catapulted Austin Beerworks into the market with a bang and sparked a spirited, sustained conversation with customers. The brand packaging and campaigns generate requests from all over the world for cans of beer from a relatively small Austin brewery.

Our work with Austin Beerworks began around a table with the founders, before they had a brewery or even a name. We worked from the ground up, developing the foundation of the brand and building a strategy to make big noise for the small group.

In naming the brewery, the city’s landscape provided a strategic opportunity. Austin was growing rapidly in size and national popularity, and no one had claimed the city’s name as part of their brewery. When you move to town or come for a visit, which beer are you going to order?

As our first step in crafting brand identity, we listened and learned. We stood at retail coolers with the brewers, and talked to consumers about what stood out. We had them list everything that craft beer is “supposed” to look like. One by one, we crossed those from the list of visual references.

We challenged the brewery to build an identity and messaging around what makes them unique in the market: a distinctive brewing profile and company culture. The brewery’s “bold and clean” approach to flavor served as a key driver for design exploration, and the team’s quirky personality fueled unconventional beer names that added a touch of humor to the cans. That intersection suggested a remarkably simple packaging solution. The sleek, confident cans are a stark contrast from the competition and can be quickly recognized across a crowded bar or even a football field.

With packaging poised to grab attention on the shelf, we worked with the brewery to begin a robust conversation with the public. Brand merchandise, promotional collateral and digital campaigns amplified the message that the brewery was doing something special, and let fans signify their alignment with the brewery’s spirit.

Austin Beerworks quickly went from an emerging beer brand to “The New Official Beer of Austin,” growing by over 180% each year. We continue to build new campaigns, products and more—using each as an opportunity to surprise, delight and build loyalty.