The homey bar at Holidaily. Credit: Altitude Construction Services
The Need:
The founder of Holidaily Brewing Company, Karen Hertz, was preparing to enter the ultra-competitive Colorado craft beer market with a new value proposition in gluten-free brewing. She needed to develop a full suite of brand identities for her brews, especially for the owners-pride blonde ale. So Karen reached out to the experts at Domoto Brands to develop a family of brands to bring them to market.
The Remedy:
As the Digital Strategist at Domoto, and a craft-beer lover, I once again stretched my role a bit to get involved with this exciting project. First thing was first, brainstorming. We dreamed up hundreds of names for their beers and then worked with the owners to pare down to a list of fifty potential names. Then I got to work vetting.
The Holidaily brand, and value proposition, come to life on their website.
I ran each name through a battery of brand identity tests searching for potential competitors, web presences, copyrights, and unseen double meanings. Using tools from the USPTO to Urban Dictionary I crafted a visual score for each name and compiled the data into an easy to understand chart that the Holidaily team could use to inform their final decisions. Once the brands were decided it was off to the awesome design team at Domoto to create a family of can designs that would set Holidaily beers apart on the shelf.
Final branding and package design for their flagship blonde ale.
The Results:
The Domoto team was able to create a family of brands for their most popular brews embodying the spirit of Holidaily’s culture, celebrating with family and friends. We were even able to create the perfect brand for the owner’s pride-and-joy, their “Favorite Blonde”. Today Holidaily’s Favorite Blonde is one of the top-selling gluten-free beers across Colorado, and is hitting store shelves from the Mississippi to the Pacific.
