Craft Brewery Brands: self-awareness through performance

• New principles emerge, with brands, innovation and design being driven bypassion and meaning. Companies strive to resonate with consumers, tappinginto culture, myths and ideologies, but also move to becoming “citizenartists” who inspire people. Design may play a central role in this,materialising values and interpreting meaning. A product category that isseemingly localised, socially engaged, and value-oriented is craft breweries.These are often small-scale and use traditional approaches to brewing,emphasising craftsmanship and quality, based on an often rebellious butplayful nature, challenging the status quo, while having a passion to learn.We aim to understand how to develop brands based on own passion andprinciples, while being open to influences in society. What is the role of designwhen establishing a craft beer brand? We conducted a comparative casestudy using interviews, site visits and extensive desktop research. The resultsare compared through a framework seeing identity as a self-image that isembodied, performed, interacted and re-negotiated in an ongoing process.Both cases actively use design and engage with their audiences, but do sowith different agendas: preserving and perfecting traditions, or playfullycreating new brews and scenes.

Ämnesord

TEKNIK OCH TEKNOLOGIER  -- Maskinteknik -- Annan maskinteknik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Mechanical Engineering -- Other Mechanical Engineering (hsv//eng)

Nyckelord

craft brewing

branding

Design

Publikations- och innehållstyp

kon (ämneskategori)

ref (ämneskategori)