Starting The Branding Process – Building A Brand, Episode 1


what does it take to start a business
it’s a great American dream story there’s something inside a lot of people
in the hear like you sold your house you put your job you built a brewery how do
you stand out in a crowded marketplace no one’s gonna know that our product is
good especially when it goes onto the shelves unless you know that packaging
in the marketing is there once you hit the shelf you’re competing with
everybody else and when you’re ready to grow your brand what’s the first step
and I’ve been doing our design work up until now and I’m not like how to
present sure of myself in this series we’ll give you a rare glimpse of what
happens behind closed doors will follow creative directors Matthew and Cena and
Ben burns as they lead their client hamiltonfamily brewery through the
branding process from start to finish this is building a brain this is blind a brand strategy design
consultancy based in Santa Monica California since 1995 blind has used the
power of design to help diverse clients reach their customers and stand out in
the marketplace my name is Ben burns I am the digital director here at blind
and a muscle of brand strategist I’m Matthew ensign I’m a creative director
here at blind and me and Ben are leading the team here as we move forward in this
expedition rebranding hamiltonfamily brewery scott walks in one day he’s our
executive producer and he’s like hey you want to join me on this call it’s a lead
it’s a brewery I think you’d be a good fit for it yeah sure it’s kind of random
out of the blue so we jump on a call and on the other side of the phone I mean I
could hear his beard through the phone we go through the normal first meeting
questions that we ask people and part of that is trying to honor the budget when
we get there I can tell that we may not be a good fit and so I kind of left that
call thinking like maybe we won’t be able to help him but on that first call
I could tell that he was real he was genuine and he really wanted guidance he
wanted help because his business was growing and the brand needed to catch up
Josh along with his wife Kristin have operated hamiltonfamily brewery for
almost five years with one simple philosophy beer is like the icing on the
cake of life you know it’s it’s something to be thankful for shared with
friends sort of good beer to good people that kind of thing and they can get
behind that there we love people up here and you have a customer for life so I think some of the big things that I
understand from your initial meeting with Josh is that they’re looking to
scale right they’re almost bursting at the seams at this point they’ve been
operating this business for a couple of years josh has been doing everything DIY
himself and that now they’re ready to hit retail hit the shelves and that’s a
very important moment for a business like this because once you hit retail
once you hit the shelf you’re competing with everybody else
there’s so much competition so while he might be doing very successfully in his
own small town within his brewery now he’s going to be competing with all the
big boys on the shelf so I’m hoping that’s something that we can help him
with in terms of redesigning his brand identity and repositioning his business
properly so that he stands out in the market what is a rebrand well first
let’s start by defining what a brand is according to Marty new Meyer a brand is
a person’s gut feeling about an organization person or company this is
influenced by their visual aesthetic the sound of their messaging and their
overall positioning in the market so a rebrand is simply an adjustment of the
customer touch points that affect the impact of the overall experience
sometimes it’s an incremental update and other times it’s a complete makeover
before we know how much work needs to get done for hamiltonfamily brewery we
need to sit down with them and understand their brand their customers
and their goals who is hamiltonfamily brewery hi my name
is Josh Hamilton my wife and I own hamiltonfamily brewery and Rancho
Cucamonga California I’m Christine Hamilton I am co-owner with Owen my
husband of Hamilton family brewery the whole way we got into this was I brewed
in my backyard and I fell in love and it was the first time I ever knew like this
is what I want to do with my life and I never really had a passion it’s like
that’s what I want to spend my life’s work doing until I met beer but there
was no way it’s it’s so expensive to do it my wife and I had a second baby on
the way I was working two full-time jobs and I was like man I’m doing all this so
I can pay a mortgage for a house that all I do is sleep in I had an idea to
ask my wife one night in the long drive home like what if he sold the house and
we took the money and we started a brewery who sold the house in like three
days moved in with her folks he found that spot got that open in
about seven months which at the time was I got hurt at most breweries took about
a year and a half we did it in seven we needed to I mean we were down to like
our bank account was at zero on opening day you know that was the first time we
were about to open the doors her getting ready and my wife’s like what if no one
shows up and I was like oh I haven’t had a chance to think about that you know
but luckily we open the door 15 minutes early and there was a line of people and
it just never stopped so now they’re up and running but a craft brewery needs
original and enticing flavors to keep people coming in so where did those
initial ideas come from I’m shopping with the kids at the grocery store and I
see a display of a certain fruit I think oh gosh that would be pretty cool we
should add that to a beer so it’s kind of just like there’s a whole lot of
input around me forming that kind of thing like the whole idea for Mango as
they were on sale at stater brothers when we were shopping buddy yeah a buddy
and I when we were just home brewers we were just sorry we were buying stuff to
barbecue in the backyard and also brew a batch of beer it’s like where we all
started and they had mangoes for a buck apiece I was like do you think those
would be good in beer and he’s like yeah this let’s grab one let’s try and put
them in this pail and then over the years the pale turned into an IPA into a
double IPA and you know it’s double mango like a rule I have personally is
like if is it a beer that I’m gonna want to drink another pint of and then
determine if we’re gonna brew it again so the first time you met Josh and you
learned about them as a client what was your take on them the business was more
to him than dollars and cents and the business was more to him than making a
product it was about people is about connecting with people and he summed
that up with that the tagline love people love beer it’s
our mission statement it’s our goal and it’s our driving force and we put it in
that order intentionally because it’s not love beer love people what’s the
what good is the greatest bottle of beer if there’s no one there to drink it and
I’ve been doing our design work up until now and I’m not like how to present sure
of myself oh man that logo well we’re not the logo
and I wanted to put so much meaning that does not get translated at all we were
Ranchos first craft brewery I was born and raised out here so I was proud of
that so we wanted to tie our brand in with the historic elements of the city
being their first brewery so this is a Cucamonga Falls it soon are you
expecting your customers to be like Nicholas Cage and that national treasure
movie ever with the meaning what prized is at the end of this road I don’t know
that crazy like all in four color small font weird stuff logo I’ve made it cause
more problems just from a practical standpoint like how does this look on a
bottle cap I was look on a koozie obviously the logo is like super
cluttered it’s really dense it’s not legible in small sizes these are this is
all the stuff that he that he wanted to fix mm-hmm but when I talked to Josh and
realized how much hidden meaning was behind every single element of the logo
we weren’t even communicating to our customer what we were hoping to there
was so much like insider like yeah we were trying to create a sense of like
history and heritage and a family tree yeah that was an accident the tree is on
there because it’s part of the Hamilton so just assumed whatever they thought it
was and that wasn’t even what we were going for so logo is more or less the
face of a company so what makes for a good logo
well according to legendary designer Ziggy Javie that must be three things
must be appropriate for the context it must be remember
and it must be simple so that it works at any scale whether it’s really tiny on
your phone or on the side of a building for hamiltonfamily brewery it’s gonna
apply to a lot of customer touch points basically what we’re gonna be doing is
redoing his logo mm-hmm doing two versions of packaging templates that he
can tap into and and at a later date and then we’re also gonna be doing his
website hmm and we’re gonna try and tie everything
together with a style guide that he can use to influence all the other touch
points of his brand right if we can come up with like the parameters we playing
what represents us well and everybody loves bearded hipster dragon slaying
unicorn cupcake flying ninja rainbows how does what is what is Hamilton’s
version of a ninja rainbow are you uh are you worried about this one
um I’m kind of half in half right now Josh could go to retail with the brand
he has now but it would be a bumpy bumpy road so I want to on our next episode
we’re going to take you through discovery the process that we use to
help a client refine how they see themselves and to find who they’re
trying to market to this whole thing is just about me asking questions and then
the questions are meant to spark a conversation I think our product is good
but no one’s gonna know that our product is good especially when it goes onto the
shelves unless you know though that packaging in the marketing is there our
hometown crowd gets us that you know they we’ve shipped their hands in the
tasting room we’ve made connections there and that goes a long way with them
but now it’s gonna be a can of beer sitting on a shelf that someone’s gonna
need to connect with in future episodes we’ll use that information to create
style scapes which will help to define the look and feel of Hamilton’s new
identity starting to use the crest art badge right this jewel shield thing I
could see that replicated throughout I really like the colors white a bit all
right so we’re calling this one built to last it’s really cool these style scales
will be the backbone of the logo work website design and branding we will
create for them I’ve literally not seen anything Emanuel
done and his skill with the pen and paper and the way that he constructs his
lockups it’s just awesome and so as soon as he opened his book of life stay tuned
for building a brand right here on the future so the whole purpose of this part
of the discussion is to talk about the deliverables what do you think
deliverables me

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100 thoughts on “Starting The Branding Process – Building A Brand, Episode 1

  1. I met Josh Hamilton a couple weeks ago at the IE brewers guild fest, he was out there pouring beer himself and such a nice guy, all the best to him

  2. I don't know how I find such great content but I love this. I'd love to see this as a Netflix episode. It could be brand education for entrepreneurs or something.

  3. This is sooo dope and so necessary! Like someone else said, this could TOTALLY be a continual documentary series. I'm excited to see how this all comes together and I'm rooting for these complete strangers to win and excel. Awesome content, Futur!

  4. Design can be a red herring, sometimes people get hung up on the perfection of their logo, or the shade of blue on labels (example) whereas they don't work on aligning their image with their target audience, they don't choose the right media types, they ignore opportunities to connect-there are multiple aspects to brand building

  5. This is really great content. I would pay good money to watch a company like yours go through the full client + design process! Thank you so much

  6. This is great! I am just starting on brand ID for a new brewery in long beach! Stoked to follow the new show!

  7. This is pure Gold, the only painful part is finishing the episode only to have to wait for another one, i would binge watch this & repeat it as many times possible

  8. Very interesting project, I am really curious to see the development. The concept of making it a serie is brilliant. Could you please let us know the instagram of the illustrator Emanuel ? Thx for the awesome content!

  9. Always so thankful for the amazing content you guys put out! This series and the new Young Guns season is must-watch for anyone looking to grow their branding and design skills.

  10. I like this series so far. Kind of "reality TV" meets "design" but there were 2 odd moments where a conversation is happening between the the Blind guy and client guy in the room and then the audio track switches to another conversation happening between the 2 Blind guys but the client and Blind guy keep talking on screen and there is a disconnect. It happens once at 9:12 and then before. Forget where.

  11. Wow!!! what an episode. I feel so strong you guys are my helpers on my creative journey. Thanks team

  12. This is the best place on the internet for people who wanna get into this industry, and this series makes it irresistible 🔥🔥🔥

  13. Ok…this is actually incredible. This channel is an absolute gold mine. Thank you so much for these videos

  14. Actually I think the packaging design and logo is quite good. If u want to compete in a dense market, you have to be original, and colorful, artsy thing makes it original.

  15. This video helped clarify a few questions I had as a young designer. For that, thank you so much! Keep up the great work and I would love to see more like this.

  16. Literally so sick with flu and I'm suppose to be resting but i cant stop watching! This is like porn for me!

  17. Such a valuable concept for a video series. I’m excited to watch it all. This little intro has got me hooked to want to get the whole process revealed. I have been a solo designer for 6 years and have literally asked to be a “fly on the wall” in meetings of other designers and offered my service for free to agencies just in the hopes of picking up other approaches and strategies to add to my own process. I am always looking to learn and grow my craft.

  18. Hey chris i thought you stop doing client work with blind, i thought everything is thefutur now. so do you still have a team thats running blind branding agency?

  19. Hi Matthew. You said legendary designer _____ Hedine? I didn’t quite catch his name. Can you send his name so I can look him up? Thank you! Great show btw!

  20. As a newbie at this age, I really liked your vids & podcast. Its a career change & game changer to me. Listening to you guys every morning & before sleep really push me during assignments completions. Pls continue ✌✌✌

  21. Hello futur, havent watched your channel for a a bit, but im back now. And hot damn, i watched episode 2 of this series first by accident, and im hooked. Its beautiful

  22. Awesome 1st episode guys. Great execution and delivery of videos! your emphasis on education is fantastic. Please continue to keep them interesting, fun and educational. I am sure everyone is eating all these videos and loving them. Thank you for the amazing content and all the hard work you put in your videos. It shows. I love your process on how to present your designs and the conversation and thoughts that happen in the team while building a new brand. God bless you guys!

  23. Good job guys, I'm a graphic design student from Algeciras, Spain, and the recording process you're doing is impressive.

  24. Takeaways:

    2:40 Why invest in identity design? So you can have a cohesive presentation to compete with the big boys.

    3:32 What is a brand? Marty Neumeier: A person's gut feeling about an organization, person, or company, influenced by visual aesthetics, sound of messaging, and overall positioning in the market.

    4:06 Meet with your client to understand
    -Their brand.
    —Story.
    —Inspirations.
    —Values.
    -Their customers.
    -Their problems and goals.

    8:25 What makes a good logo? Sagi Haviv:
    -Appropriate for the context.
    -Memorable.
    -Looks good at all scales for the many customer touchpoints it'll have to be on.

    8:41 Deliverables for Hamilton:
    -2 versions of packaging.
    -Templates for use.
    -Website.
    -Style guide.

    Thank you Ben and Matthew.

  25. Love'd the series. Any chance you could "prequel" it with some advice on how to get clients like this. The marketing, sales, networking, ect. Maybe not them specifically, even in general would be SO helpful.

  26. So much easier to do when your client is basically your clone only with more hair and no glasses :))))

  27. You mentioned budget might be an issue with this client then sort of skipped over it. Can you give us more detail on the overall budget, ideally phased costs. If you can’t give exact numbers (which isn’t like you guys) then can you tell us how much they paid as a percentage of your norm and why you gave them a discount (value of this video series I’m guessing). You guys are always on about value and price so don’t be shy now 😊

  28. So many Inland Empire references I love it! Been to this spot a couple times, and I had no idea they went to Blind for their rebrand.

  29. 🍺 Want more? https://www.buildingabrandshow.com/
    🖥 Binge-watch the whole series: http://bit.ly/BuildingABrandShow

  30. THEE BEST brand content that I've seen since leaving advertising in 03. Bravo to the FUTUR for sharing this insightful and empirical information. Awesome

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