CHALLENGE
Pink & Scale is a new cooperative brewery in Vancouver. They brew all their drinks fresh in-house, right in front of the customers. Pink & Scale is committed to the sharing of knowledge and the advancement of education related to both brewing and the various principles of the cooperative movement. This angle will help them form strong connections with the local community, building a loyal customer base. To keep high customer retention, Pink & Scale will frequently change their selection of flavours to always have something new to offer. Pink & Scale will receive a complete brand identity and packaging to establish itself as a business.
STRATEGY
For craft beer enthusiasts, Pink & Scale offers high quality, interesting, locally inspired beer brewed in-house. The rotating variety of eclectic flavours ensures that no visit to our brewery is ever boring. All revenue from the brewery is put towards its operational expenses as well as its members. This distribution of funds lets Pink & Scale’s customers to empower their local community while enjoying the delicious drinks and great atmosphere.
For local craft beer enthusiast who want to give back to their neighbourhood, Pink & Scale is the only brewery that provides you with interesting, new, west coast Canadian inspired drinks while supporting your local community. Pink & Scale will further enrich its city by providing educational workshops as well as raising awareness about cooperative businesses. The visual elements and communications of the brewery will focus on the fact that it is locally inspired, owned, and produced.
SOLUTION
To have a solid visual identity, Pink & Scale will be represented primarily through the colour pink. A series of patterns will be used on all packaging and cans. These will be pulled from things that represent our region, such as mountains, forests, rain, and salmon. The black and white bar is inspired by distance scales from maps. This is meant to tie into the idea of location, location, location. This combination of flat, yet bold elements will be instantly recognizable on a liquor store shelf. The combination of simple and striking will grab the attention of anyone perusing the shelves and will be recalled easily by those already familiar.
KEY TAKEAWAYS
The concept for this project arose when I was thinking of what I love about the west coast. Some of my favourite things to do here are skiing, camping, and hiking. This region is so beautiful and unique, and I wanted to represent these activities and their associated elements through the visuals and presentation of the project. Shown throughout the packaging are BC’s beautiful mountains and forests. And although it may not be everyone’s cup of tea, our signature rainy weather also makes an appearance. Of course, the name as well as the pink colour come from our delicious salmon.