Back in 2014, the SCRATCH creative team was assigned a self-directed project so aptly titled: Scratch Brand Everything. The first instalment of this experiment was to pick a product or service and loosely brand it. The only rules: include ‘Scratch’ in the product label, and design a cross-platform campaign to exhibit the product in respective print, digital and social media spaces.
As a creative agency, SCRATCH wanted to showcase the team’s skills without boundaries and restrictive guidelines. We wanted to try something different, and represent our wide set of abilities through designing innovative campaigns that were not bound by client briefs and expectations.
10 STEPS TO BRAND A BREW
Crack open a cold one…and let’s get started. We wanted to keep this creative venture light-hearted and enjoyable. SCRATCH is an advertising and marketing agency located in the heart of Liberty Village, Toronto. We gave this project a lot of thought, wanting it to embody SCRATCH as a business and a community; we felt it was important to include all the ‘unique’ characters that work here. We’re an interesting bunch — our quirks are what make our creative values innovative and entertaining. We wanted SCRATCH Brand Brewery to share all the same characteristics as our company.
So without further ado, here are our 10 steps to designing the
SCRATCH BASTARD BREWERY.
Grab yourself a coffee to get those creative thoughts flowing…and if that doesn’t work…alcohol! Mmm… Alcohol.
Make a pit stop at the liquor store… for research purposes…we promise.
If all else fails, you will generally find yourself on Pinterest procrastinating, otherwise known as ideation / concept development.
At this point in the process, you really should have thought of something… Finally, LOGO DEVELOPMENT ensues!
Now give yourself a pat on the back and take a breather. Well done! You are on your way to developing a brewery. We have finally achieved packaging and product design!
Desiree, our graphic designer, stuck to the SCRATCH brand colour palette by using black, white, red, giving the bottles a sleek agency feel. To complete the brand, she also designed a beer case, coasters, a poster, and a t-shirt, in addition to the bottles.
Then, the creative team – all wired on coffee — collaborated on the personas for each of the brews, while simultaneously insulting everyone in the company. These personality types were placed onto the Scratch Bastard Brew coasters and ‘Which Scratch Brew Are You?” Facebook contest.
STEP 7: COASTERS
There are three different coasters to fit each personality type.
STEP 8: PRINT ADS/POSTERS
The Carpet Factory – aka the Scratch Headquarters – is the background photo. We wanted the ads for this brew to have a local homegrown and inclusive community feeling.
STEP 9: FACEBOOK CONTEST — Which SCRATCH Brew Are You?
The final step was to get this online, because we’re a part of a technological society, so online integration was the concluding necessary step. It means it’s real if it’s on Facebook, right?
Now enjoy some non-existent make-belief brew. Next stop? LCBO*
*A liquor store for all those of you non-Ontario residents.
Ideally, we would like to bring these pieces to life (make the beer happen guys, c’mon)! While the purpose of this assignment was to showcase our individual innovative abilities and creative talents for prospective clients, and the project has now grown into a venture I hope could move forward towards development.
Just because we don’t do alcohol branding or packaging for some of our clients doesn’t mean that we aren’t capable of doing so. We wanted to highlight the creative abilities of our team and see where it would go.
Actually having the SCRATCH Bastard Brewery t-shirts, coasters, and beer made. We could extend the SCRATCH corporate identity with the bespoke SCRATCH brew and merchandise as a gift for selected clients.