Folkhouse

Folkhouse Brewery Co. is a co-op in Vancouver B.C., where people of all kinds of backgrounds gather to make, consume and learn about the craftsmanship that goes into craft beers.

The State of Mind Series has a visual contemporary interpretation of the different types of people that enjoy drinking beer: honest, enlightened, and spontaneous. The visual embodiment of each beer has a pattern that reflects their state of mind.

Research & Opportunities

After looking at the competition and brand attributes I was able to pin-point what differentiates Folkhouse Brewery Co. from other breweries — how they serve their clients with building a collaborative, educational, experimental partnership. Folkhouse is not just an ordinary co-op brewery, they are open in sharing beer recipes with others. Folkhouse goes beyond the short lived needs of beer lovers, they expand their business in offering a piece their own.

Ideal Clients

Craft Beer Enthusiast

They are aged between 25-35 years old. They look for high quality ingredients within the beer, a warm atmosphere to enjoy their time in, events to meet people that share the love for beer like themselves, and a simple curiosity the effort being put into making craft beer.

Solution

The strategy for the concept of “State of Mind” is pattern-based, I started off with the names of the three beers and then associated a visual pattern and colours based on the names. Honest IPA is straight, Spontaneous Stout is whimsical, and Enlightened is a combination of both.

Reflection

This project helped me understand the depth of work that goes into a branding project and that there are multiple iterations that one must go through in order to land on a specific strategy.

Research is one of the most important stages of a branding project because it give the brand a foundation to go from.