A WELL BREWED SUCCESS STORY
TJ’s BrewWorks is a brand with a national ambition that opened its first microbrewery in Pune. To bring the appeal of handcrafted beer to the audience, we coined the name ‘TJ’s BrewWorks’. The identity created for the brand was inspired from the idea of handcrafted beer. The logo type and icon were given a hand-drawn feel. The environmental graphics, collaterals, and other brand interactions were derived from the look and strategy of the brand identity.
We derived the communication strategy from the fact that beer drinking is a social activity. Taking this idea forward and leveraging the name of the brand itself, we positioned the brand with two simple words – ‘What’s brewing?’. This articulated what the brand stands for – great handcrafted beers with a friendly yet unique environment to enjoy it in.
With microbreweries being a relatively new concept in India, we needed to find a way to educate the audience about the concept of homebrewed beers to differentiate it from the standard beer. To do so, we created an environment and various elements within it that showcased the different types of beer on offer at TJ’s BrewWorks. We created several interesting touch points including a tasting mat, where visitors could taste each of the handcrafted beers before placing their order.
This resulted in a warm, friendly and fun space that is not just about the beer but also enhances the experience associated with drinking beer. Today, TJ’s finds itself on the map as new and regular visitors walk in to enjoy their handcrafted beers.