379 BREWING COMPANY BRANDING
379 is a brewing company specialized in the following areas: beerhouse-restaurant, brewery, and bottled beer. The brewery produces three types of bottled beer, including Pilsner, Weizen, and American Wheat Ale. The primary objective of the collaboration between MAROG and 379 was to create a new brand that would combine the three business directions of the company.
The core approach for creating the new brand was to research and analyze the existing market and reason all the business and marketing objectives of the company. During the research phase, our team carried out a series of workshops with the company team to identify the cornerstones of the brand. Besides, our team conducted independent research of the market and consumer sector to catch on to the market perception, competencies, and demands.
The research and workshops built up the fundament for the branding, with the main focus on all the primary values offered by the business - purity, singularity, memory, power, and value preservation. Based on the brand strategy and platform, we also created the concept, name, and story behind the brand.
The brand concept was inspired by the mythological ideas of dragons in the Armenian epic folklore and the ouroboros symbol. Dragons in Armenian mythology were called Vishaps, who ruled the waters and irrigation. Ouroboros, on the other hand, is an ancient symbol depicting a serpent or dragon eating its tail. The symbol stands for eternal cyclic renewal, spiritual development, and self-reliance. The thorough research of the vishaps and ouroboros resulted in a brand story, name, and identity created by our marketing communications team.
CREDITS
Client: 379 Brewing Company
Creative Direction: Greg Avetisyan
Graphic Design, Illustrations and Iconography: Rozi Segbosyan
Naming and Verbal Branding: Aksanna Poghosyan
Photography: Andranik Israelyan, Mitya Lyalin, Stas Khegai
Photo Editing: Vardan Avagyan, Lianna Harutyunyan
Animations: Vardan Avagyan, Aram Harutyunyan
Why 379? The story behind brand name creation goes back to the times when people started using cryptography as a secret communication method in Ancient Armenia. With the Armenian origins of the brand in mind, our team researched the cryptographic techniques and created the brand name 379, with a secret meaning that cannot yet be revealed.
Having in mind the brand platform and inspired by the brand story and promise, we created the brand logo, featuring a dragon in the form of ouroboros. The design team chose the brand palette, consisting of dark pastel red, umber, and old lace, as well as several secondary colors, including moss green, maximum yellow-red, and deep space sparkle, serving as a basis for the further development and communications of the brand on marketing platforms. While dark pastel red symbolizes inexhaustible energy and passion, umber reflects the confident and secure character of the brand, with old lace balancing the combination of those two.
We built the brand's visual identity with the company's remarkably versatile character and three business directions in mind, which then served as a foundation for further brand application, as well as verbal and visual communications.
To verbalize the brand ideology for the consumers, we visualized the brand promise through the design materials, as well as developed the brand communication platform with proper character description and tone of voice, creating unique talking points between the brand ambassadors and the customers through branded games and items special to be presented at 379 Torch and Brew.
We have also come up with a bottle label and packaging design for 379 beers, based on the visual identity created for other businesses of the company and considering the international standards and quality of beer bottle design.
