Umbrellas: Building Alignment

This project originated when an entrepreneur who owned several branded restaurants purchased a brewing company. The relationship between the restaurants and the brewery, which sought to compete in the open market, was complicated. Each had built brand equity and faithful followers, yet each brand fell short while also being vastly different and disconnected from each other. The owner sought to build a cohesive and unifying brand structure that leveraged existing brand equity while also reinforcing each other through cross-audience marketing.

Development of a unifying umbrella brand, whereby each individual brand experience developed brand equity and exposure for the overarching parent brand. Creative ideation and adaptation of existing brand concepts, led to a thematic concept that allowed for both connection between the brands, as well as a standout identity within their own markets. Work included market research, focus groups, identity development, guest experience, print, packaging, web design/development, video and photography art direction, social media, swag, and signage. The Hangar restaurant has grown exponentially, expanding to 9 brew pubs across Western Massachusetts, while Amherst Brewing has reached full northeast exposure in both packaged products and on-tap at reputable food and beverage outlets.