Why You Should Take a Step Back & Let Go in Rebrand Effort

Although it’s not rocket science, it does require you as a brewery owner or marketing/designer to sometimes step back and compartmentalize your own personal tastes when it comes to working on a rebranding effort for your company.

Neshaminy Creek‘s Kyle Park felt much like that as the Philadelphia-area brewery worked with Fried Design to find the right vision for the new look the brewery debuted last year.

“Since they had been tasked with similar rebrands before, Fried was a great partner to help walk us through the process and pull the good ideas out of us while gently tossing out the not-so-good ones,” the brewery’s Director of Sales & Marketing told Brewer recently.

Park added that the agency was able to get the Neshaminy Creek team to get at the root of what they wanted to do, how they wanted to present themselves, and what makes Neshaminy Creek … Neshaminy Creek.

“We all had different perspectives and they were able to wrangle all those ideas into this new identity that felt pretty comfortable from the get-go,” he said when asked if he liked having a “fresh set of eyes” from outside the company to take a look at ideas. “The whole process was, and continues to be, super collaborative and we play off of each other’s ideas with each new label or design.”

Park felt it was really important to listen to their outside perspective because as a small business, you can get wrapped up in what you think you are.

READ MORE: Refreshing Brand … Not Rebranding for Cigar City

“But that’s only true until our beer leaves the building,” he pointed out. “Then it’s our customers that put their own perspective on the brand and it’s almost out of our hands.

“This whole project forced us to think about that perspective more than we ever had before which is partly why, I believe, it’s been so successful so far.”

New ideas, he said, can come from everywhere.

“Whether it’s a dumb joke we made in the office, a movie we can’t stop quoting, some crazy voicemail left on the brewery phone, local legends, a nugget of beer history, or just the feelings a beer name can evoke,” Park explained when it comes to think-tanking ideas.

It took some time and effort, but Park enjoys the new look. He said he would casually keep tabs on marketing and design trends while doing a lot of Googling to get some thoughts on the matter.

“[I] had a lot of tabs open while I was researching what our next steps should be,” he said. “We knew how much work this was going to be so we approached a handful of design firms rather than individual artists.”

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