P49 BREWING
Branding Case Study
GREAT BEER FOR ALL.
Located in East Vancouver, BC, Canada, Parallel 29 Brewing is a local craft brewery founded in 2012 by a group of friends with a shared passion for brewing exceptional beer. P49 takes its name from the 49h parallel, which marks the border of Canada & US.
Scope
Branding, Marketing Campaign
Timeline
3.5 months
Challenge
Identify the client's current context and present a new identity that provides a solution to stand out from the highly-saturated Vancouver craft beer scene.
Current Context
Current Challenge
Parallel 49 Brewing Company's current branding is faced with challenges such as a lack of brand storytelling and lack of differentiation from the rest of the industry. For example, overly used in black and white in the alcoholic beverage market.
Research & Ideation
During my initial research phase, I reached out to Parallel 49 Brewing and was luckily offered a tour of their facilities, including the tasting room. What immediately caught my attention was the massive size of their production operation, occupying an entire street behind the tasting room. It was intriguing to see how their beer production facility, though not readily visible to customers, was fascinating in its own right.
Parallel 49 Brewing stands out as one of the few remaining Canadian breweries that still produce their beers in-house. I found it particularly interesting that their head brewer has a background in chemical engineering, bringing a scientific and precise approach to their craft. These unique aspects of Parallel 49 Brewing sparked my creativity, inspiring me to delve deeper into sketching and conceptualization.
Identity
CURRENT
Solution
With the unique qualities of Parallel 49 Brewing in mind, I spent the first half of my 3.5 months researching, reaching out, meeting, taking photos, sketching, writing ideas, concept developing, finding inspirations, feedback looping, and wondering. Then I found the golden path.
PROPOSED
Focusing on the unique differentiator of Parallel 49 Brewing, the suggested solution brings their hidden but massive and unique beer brewing facility into the brand experience. Taking a scientific and industrial approach, it aims to immerse the audience in what goes on behind their uniquely brewed beers.
Inspired by the similarities between intricate patterns and crossovers of pipes and the beer brewing process, the final solution offers a refreshing perspective to Vancouver's craft brewery scene. From Parallel 49 Brewing Company to P49 Brewing, it presents a new refreshed and simplified look that truly tells the story of who P49 is and what they believe in.
Bringing the idea of "Great Beer For All" to life, P49's interior will focus on accessibility. From installing accessible doorways and paths to individual bathrooms to the addition of braille to really bring everyone in our community together for a glass of great beer.
Signage & Wayfinding
Website
Home
Street Kitchen & Tasting Room
The Unparalleled: Marketing Campaign
Sharing moments in our daily lives, the Unparalleled: campaign showcases small celebrations we have in our day-to-day lives inviting the audience into a place welcoming everyone in our community to get together to enjoy a glass of great beer. Targeting East Vancouver community looking for a "neighbourhood hangout spot".
Takeaway
Re-branding P49 Brewing has been a journey of discovery, creativity, and storytelling. Through an intensive research and ideation process, I took a deep dive into the essence of the brewery, its history, values and aspirations immersed in the local craft beer culture.
Every element of the rebranding from the logo ideation to the brand assets to marketing materials, was carefully crafted to reflect the story P49 wants to tell going beyond visual transformation.
