San Diego-based Butcher’s Brewing made incredible craft beer, but its brand image comprised of pig iconography and ye old lettering just wasn’t resonating with Southern California’s health-conscious, quality-craving consumers.
Competitive analysis revealed the craft beer category was saturated by brands with overly masculine or coastal stories. One glaring absence from these brands was a focus on the experience itself: the craft food and flavors, the story, and the kinship that millennials were craving.
After hearing the owner, Rey Knight, talk with such passion about his chef and brewing days, we knew the brand story needed to celebrate the fusion of good food and good beer. We also knew this theme would resonate with consumers who grew up on America’s food culture, so we built the brand story around Rey and the culinary soul he brews into every drop. We wanted the new brand name to celebrate the customer who deserved the very best, so we christened it “Finest Made.” Next, we developed a new, elevated identity with minimalistic type, a premium star lockup, and clean color palette. We paired that with disruptive packaging, taking cues from craft food and liquor purveyors, including batch numbering, tasting and pairing notes, neck wraparounds, and Rey Knight’s signature, all of which helped provide the all-important shelf presence to drive discovery and trial.