Embed Size (px)
Citation preview
Sample: Beer Brand Naming: Archetypes Ideation
Beer
Inno
vatio
n 2.
0
January, 2017
Category Development Naming
2
Narratives & Linguistic Attribute Analysis
The purpose of this presentation is to create a contextualized system of nomenclature for category driven, beer brand concepts. These systems, or ‘archetypes’ will incorporate the primary brand, descriptors, variants, identifiers and sub-brand elements of the beer concept nomenclature. Intra-category, many of the descriptor candidates may be interchangeable with other brands.
Differentiation Dimensions: The Nomenclature Archetypes
wha
t def
ines
gre
at b
eer n
ames
?
ideation, discovery, nomenclature. the roadmap When reviewing this presentation, our objective is to identify beer brands and supporting nomenclature systems which align with the respective category designations. Within the category, you will find six favored brand identities with several descriptors each. Intra-category, these descriptors can be interchanged to be used with brands that they do not reside under. We may also consider Out of Category descriptors which may function well in several different dimensions. Our goal is to create nomenclature systems which maintain continuity with the messaging and positioning strategy.
inte
nse
ideation, discovery, nomenclature. the roadmap
Royal Codex The Empire Edition
Curated MacroBrew
Bolder
the brand
the taste identifier • experience • sensory • tactile quality
the defining descriptor • process designation • provenance designation
the primary descriptor
Brand Nomenclature
Archetype
Example
5
Let’s think in context. What does the name sound like when we ask for it at a crowded bar? Are you empowered by asking for it by name? Scream it…whisper it. Can you laugh with it?
When we approach a name to articulate it’s sound, do we hesitate? Is it simple to embrace? Are we comfortable with the first time pronunciation? Is it sexy to know how to pronounce it when others don’t?
Is the name alluring, suggestive and inviting? And if you think this is not a relevant feature, let’s discuss. Provocation is intoxication and if the name is intoxicating,..
Place the name in multiple contexts. Ask for two, three, a six pack, a case, a dozen. Even a half pour. Or let’s drop a shot of Don Julio in it. …or just a sexy sip.
05 Does the name grant permission to indulge? Are you privileged? Is it a name that defines you and your choice of beer?
06 The name …Look at it. On your dining room table; in conversation with your boss, mother, lover, antagonist, dog (cat?), doctor, barrista or sommelier.
pronunciation
provocative
bar call plurality
empowerment
contextualization
01
02
03
04 ideation, discovery, nomenclature. the roadmap
wha
t def
ines
gre
at b
eer n
ames
?
6
07 Utter the name…does it make me more relevant than before? Does it change anything I may want changed?.
08 Word structure…phonemes, morphemes, graphetics…bottom line….does the name look good and sound good?
09 Shorter names are better, they test well, but perceived shorter names are just as potent.
10 Is there a way to think of beer drinkers as successful? Cultured and classy? Or not? Why do you even need an image association? It’s beer. And who says classy is important?
11 ‘Beercation’? What is you definition of escapation? Where does your fantasy take you and does the name bring you there? Who comes along with you?
12 Are you an Alpha or Beta? Early adopter or always adopting? Do you run against the pack?
syllabic balance
brevity
relevance imagery
escape
damn different
ideation, discovery, nomenclature. the roadmap w
hat d
efin
es g
reat
bee
r nam
es?
• Zero (No) Alcohol • Low Alcohol • Special • Intense • Original • Natural • Better For You • Brew Nomenclature • Cross Category Archetypes
ZerØ – LØw Noä Loä
Näyked Bran
d No
men
clat
ure
Category Development Naming
7
Bran
d No
men
clat
ure
Key
In this presentation, our team at Brand Acumen has contextualized the many names we have reviewed in an effort to build a broader perspective of how the brands may be employed. This is a sample slide entry which follows in this presentation.
For each category, we created a combination of core identities (brands) and descriptors (sub-brand and variants)
favorite name candidates from rounds one and two for this category
descriptors
brands
dimensions
A key to this presentation of naming architectures
iconography category title
8
Bran
d No
men
clat
ure
Oh! Fluencer TasteMaster Vibe Level Up
Zero Alcohol
Solos True SuperCrisp On & On Beyond Zero EQ
Altimate XS Cut Above Betterfit Bondaire
Ecko Bequate Twin Mate Reach
Ziza Balance Level No Limit Free
Ovello Maxxy Holobrew Comp Bare
Pella FreePlay Rad Zot Vida Zero Game Zono Eon Tempo
final
ist b
rand
nam
e ca
ndid
ates
brand
desc
ripto
rs
Zero Alcohol Maintain Control Active Lifestyle
ZerØ
Ø 9
Bran
d No
men
clat
ure
Loh! Locano Zephyr Groundswell Xen
Low Alcohol
Eqono Iso Even Par Equivale
Pella Replica Versabrůë Golo Lovos
UpTempo Even-Hand Propo Unison Level
Minia Zero Sum Sen AFX TapTouch
Verro Cue Tenor Cutback Levity
Qera Strata Corvus Priam Mezzo Brio Flyte Vu
final
ist b
rand
nam
e ca
ndid
ates
LØw
Low Alcohol Moderation Active Lifestyle
brand
desc
ripto
rs Ø
10
No Alcohol Low Alcohol
Cros
s Ca
tego
ry Ic
on A
rche
type
Noä Loä
ä
ä Iconography presents cross-category branding opportunities
Oh! Loh! !
Low – No Alcohol Cross Category Brand
brand
brand
brand
brand
ZerØ LØw
11
Bran
d No
men
clat
ure
Octavo Precision Brewed CraftStock Elite Peak Platinum Curator’s Royal Brew Perfect Spec
Special
Axxiom Alta Vista Pinnacle Distinction Eminence Herecles
Modus Elitist Reserve AN79 Trillium Mont Versa Definity
Icono Preeminent Dignified Status Supreme Quantum Bold Penthus
Quantym X-Authority Exquisive Distinction Esteemed Talos
Momentive Gravitas Excellus Splendeur Exceptione Praxxis
Valliant Rubicon Profundo Pelorus Artisan Semper Evenity Ciaga Royal Asset
final
ist b
rand
nam
e ca
ndid
ates
brand
desc
ripto
rs
Special Ingredients Better Quality Crafted Longer
12
Special Sp
ecia
l Bra
nd A
rchi
tect
ure
Ultium Ulta Ultius Ulteum Ultrium Ultru Ultimea
Altius Altus Altesian Alta Altos Altian
Altium
brand name alternatives
brand name alternatives Optium
Maxxium Millenium Vectium Quantium Suprium
suffix variants suffix variants
prefix variants
bran
d na
me
alte
rnat
ives
brands brand brand
13
Special De
scrip
tors
: Sub
-Bra
nd M
odifi
ers
Elite Gold Crown Excelsior Curated Edition Cultured Imperial Mission
Grandior Deluxor Golden Ingot Emperium Luxeus Deluxus Aluxxe Ultinia First Order Splendour Grandience Bullion Proof Rare Earth Reserve
Royal Codex brand
prime sub-brands
descriptive sub-brands 14
Special – ‘Incubator Elite’ Br
and
Nom
encl
atur
e
Prototype Brewery
• Extreme Select • Cutting Edge • Artisanal • Bespoke • Game Changers
• Vanguard • Leading Edge • Revolutionary • State-of-the Art • Elitist
“The Collection”
An incubator for the next wave of beers.
Disruptively Innovative UltraCraft Brews
15
Bran
d No
men
clat
ure
Elavite Whole Farm Everwell Rough Hewn DayGrain
Holsum’s RangeFree Grain Fed Lager Brew Balance Ph Pasture Prime
RiverRoot Line Cured Farmstand CoverCut Brew Trade
TableTop Farms Blistered Oak Sunwashed Crisp Fair Planet Farmstead
Yardwell Grange Tilled Raw Harvest Plough Field Great Golden
Benety Farm Forward Great Grain Raw Pressed Custom Cured
Rawgrass Timberkeg Cobbler’s Cut Budder Bay Rootwood FreeCountry HopGarden
Natural Pure Natural Ingredients Unprocessed No Additives
final
ist b
rand
nam
e ca
ndid
ates
brand
desc
ripto
rs
16
Bran
d No
men
clat
ure
Zeniac Maxx Syclone Maxxe UltraSpec BrewBold
Intense
Stronghoff Uge Extre Brutis Quazar Force Cumulus
Agius Deep Brew Brewbolt MegaBrew BoldCraft Extrato
8th Element Kyron Graphene Headstrong Giga
Mastiq Vertexx Quantium Extremity Vanicus Strong Case
Ridge Raptor Derecho Helios Gigantum Vectür Synthor
Cinto Agius Titanius Brewjacked Maxxion Altus Full Bore
Richer Stronger More Flavor More Bitterness
final
ist b
rand
nam
e ca
ndid
ates
brand
desc
ripto
rs
Bia the spirit of force, power, and bodily strength
17
Bran
d No
men
clat
ure
Thessalon
Intense
Thalassa Thetamon Thessor Thaltus Thorius Vessa Thessar Vessalon
• Titanium Proof • StrongArm • Quantix • Brewbolt • Maxxium • Nth • Exponential • Virtus • Athon • Outermost • Maximal • MacroCraft • Heroic
MagnaCraft GigaCraft ExtremeCraft BigCraft HardCrafted Deep Craft RichCraft
brand
descriptor
brand name alternatives
descriptor name alternatives
18
Bran
d No
men
clat
ure
Retrospec CaskCraft Knotty Keg Custom Cut PubPrint
Original
Antiqua Kegfield Rarecraft Olde Shale Hutton Ranch
Brewology Manifest Mash Gristmill Roundtable Dobbs Ferry
Old Gristmill Embossed Aged Stock Vintage Dominion
Jacob’s Return Frothmore’s Cap Brewster Well Tailor’s Yield Brew Growler
Kegtiller Folk Briar Heritage Revival Vestige
Old Vegas Gildage Mastermade Monumento Heirloom Taverness Ensignia Chesterton Adam Pickett’s
final
ist b
rand
nam
e ca
ndid
ates
Retro Packaging Archival Recipe Tradition
brand
desc
ripto
rs
19
Bran
d No
men
clat
ure
CraftNote CraftStock • Custom Cured • TillMaster’s Blend • Counterbrew Classic • Camp Timberkeg Premium • MashMaker’s Stock • FolkHouse Revival • BrewTrader's Pick • Barrel Baked • Brew Brother’s Only • PubSmith Crafted
• Kegkeeper’s Cut • Curious Class Reserve • Maltmaster’s Revenge • Long Edit Lager • Mill Tender’s Everbrew • Jackstraw Gold • SpinBrew Smooth • River Root Reserve • Taproom Tilled • City Stock Cellars
Original
brand brand
descriptor descriptor
20
Bran
d No
men
clat
ure
Mars Hill Root Ale
Original
Mars Hill – Nostalgic, yet a bit unknown.
Location: Distant, yet familiar
Mars: Color: Red
• Traditional • Of the earth • Woodsy • Hand Crafted • Natural
Color
Location
21
Bran
d No
men
clat
ure
Summerland DraftWise Sun Baked Hops SteelCut Oakbrew Grow Well Certified Lager Rare Earth Blend
Better For You
Rivo Madewell HaleCutter’s SunFit TableWise
FarmFit Wellfield Select New Balance Malt HartRoot Sourced TableRock
Vynamic Whole Balance Charterfield Walderfield Botanical
Everfield Bare Blended Hops AgeWell Hard Pressed Recipe Fit
Bosa BrewSpa Surefield’s Earthwise Grain Crisp
Sequella Allinity Aptiva Quartz Artesia Windfarm Welle Infusent Elixyr Sensa Maax
final
ist b
rand
nam
e ca
ndid
ates
Low Carb Low Calorie Fit Healthy Lifestyle
brand
desc
ripto
rs
22
brands
Vitamin Beer
Immune Defense
BrainBeer (Choline, Ginko,
DHA)
Better For You Low Carb Low Calorie Fit Healthy Lifestyle
Vyte Vita
Vitima Nutramin Nutrimin
Sensori Fountainhead Gray Matter
Savant Einstein
Pretect Vibra
Sheeld Touché
Veo
NutraBrew WellBrew SmartBrew
Bran
d No
men
clat
ure
23
‘Brew’ Nomenclature De
scrip
tive
Bran
ded
Mod
ifier
s
UltraBrew MacroBrew Infinite Brew Wide Brew
BrewMaster’s Batchmeister’s Biermaiden’s Brewbaker’s
Stockhand’s MashMaker KegTiller Brew Baron’s Personality Brand
Identifiers
Brew Type Brand Identifiers 24
Cross Category Thematic Variant Sub-Architecture
Inside Brew Outside Brew
Farm Brew Raw Brew Vital Brew
Market Brew Root Brew
Refined Cultivated Whole World Restored
Nom
encl
atur
e Arc
hety
pe
Naked
MacroCraft ActivCraft Botanical Craft Restoration Craft
MacroBrew ActivBrew Botanical Brew Restoration Brew
Näyked 25
naked Na
ked
Desc
ripto
rs: M
odifi
ers
Naked Hops Raw Naked Brew Naked Root Farms Naked Planet Blonde Naked Nayked Clean Naked BrewNaked
descriptors
Super Crisp. This is a beer with nothing to hide
Exploration of Variant Nomenclature
Super Crisp.
Näyked ä
26
Beer
Inno
vatio
n 2.
0
Sample: Beer Nomenclature Ideation Concept Cue Differentiators
Lucky Bucket Pre-Prohibition Style Lager. Pre-Prohibition style salutes a time when lagers had greater character and more distinct flavor, when beer wasn't full of the additives found in many of today's mainstream lagers. Lucky Bucket's version has a light, malty flavor that's easy on the palate. Filtered twice, the subtle maltiness nicely balances a floral hop. Dry-hopped with a fresh blend of aromatic West Coast hops, Lucky Bucket Lager is a great session beer.
more original – retro packaging
more original – retro packaging
retro. sentimental. inviting.
Hallertau extra strength beer is heroic in taste, strength and bursting with personality, a cast of Hallertau Heroes were created to characterize each beer. The brand draws its essence from the ‘liveliness’ of the hop. It’s tradition with a twist.
more intense – richer, stronger, bitter more original iconic. nordic. mythological. heritage.
more variety
easy to drink. gratifying. custom flavor.
more natural - unprocessed
Omission—the first craft beer brand in the U.S. focused exclusively on brewing great tasting beer with traditional beer ingredients—including malted barley—specially crafted to remove gluten.
restorative. better for you. virtuous.
more original
This fictional brand is named We the People, drawing inspiration from the historic documents on which our nation is founded on. The labels on each bottle pay tribute to a different document. Similar to how these documents are displayed in the National Archives in Washington DC, the packaging is meant to be utilized as a display case.
commemorated. archival. historical.
Brazil’s beer market. It’s the dawning of the “Cervejaria República”. The Wheat, representing beer. The Republic, representing Brazil’s old republic period. Brazilian Style, representing the needs of defining and discussing the dawn of a legitimate Brazilian brewing school.
more original
brazilian. legacy. the old republic.
ZEGE is Dutch for victory. This premium Belgian beer was made to reminisce King Leopold's triumph. The labels were designed to resemble a medal and the bottle adds a strong and elegant look to the brand. The labels were printed in cotton and sewed to hold it together. The wax seals were 3d printed using resin as the material.
more special
artisanal. regal. old world. tradition.
more special
Samuel Adams' Utopias is America's most expensive beer. Released every two years, each batch is aged in sherry, brandy, cognac, bourbon, and scotch casks for up to 18 years.
elevate the occasion. opulent. indulgent.
Crown Ambassador Reserve. Aged in French oak barrels for 12 months and packaged in a champagne bottle, Crown pitches Ambassador as an alternative to wine.
more special
refined. defined. status. sophistication.
Pabst Blue Ribbon is one of the cheapest beers you can buy. But in China, it is the Mercedes Benz of Beers. At $44 per bottle, Chinese PBR costs 44 times more than what's sold stateside. PBR 1844 is made from German caramel malts, is aged in uncharred American whiskey barrels, and comes in a fancy glass bottle designed to compete with higher end wines and brandies.
more special
…hyper glocalization with a twist of nostalgia
more special with a tale more variety
This Ancient Ales Series. This sweet, yet dry beer is made with ingredients found in 2,700-year-old drinking vessels from the tomb of King Midas. Somewhere between beer, wine and mead, Midas will please the chardonnay and beer drinker alike.
mystical. magical. sweet, yet exotic.
a revolutionary taste experience.
Lugene Chocolate Milk Stout. Their recipe is brewed milk sugar and milk chocolate, alongside roasted malt with hints of vanilla. The rich flavor and creamy mouthfeel creates a beer that is reminiscent of a glass of chocolate milk. Cheers to childhood memories!
more variety
rich. childlike. rewarding. satisfying.
more variety
This decadent twist on a robust porter packs rich layers of smooth peanut butter and dark chocolate flavors. The lingering, slightly dry finish is sure to keep you going back for the next sip. Today, it turns out you really can have your dessert…and drink it too.
decadent. dreamy. worth the wait. secretive.
Brand Acumen 19 Leonard St. NY, NY 10013
Bill Smith, CEO
brand differentiation - beer
