Craft Beer Start-up
In the summer of 2010, brew-enthusiast and entrepreneur Matthew Steinberg approached FreeAssociation to develop the visual and verbal brand identity for New Jersey Beer Co., his craft beer start-up based in North Bergen, New Jersey.
The NJ Brand
Unfortunately, New Jersey is often associated with malls, the accent, or a certain Situation down by the Shore. While developing the NJBC brand, our goal was to steer clear of the Jersey stigma and tap into the spirit of the company namesake. We explored defining and iconic NJ characteristics and considered how to best appeal to NJ residents and non-residents alike. The resulting strategy called for a celebration of New Jersey’s rich heritage and its important role in early American history. In a nod to the good, hardworking people of NJBC – proud New Jerseyites themselves – all written and visual elements were articulated in a strong, but accessible, tone.
Identity Delivered
Leveraging the above approach, we crafted the mark, language, and identity system for the start-up – creating a presence that is bound to bring some authentic heart-warming cheer to the Garden State. FA executed the NJBC identity in print as bottle caps, bottle labels, 6 packs, and shipping boxes for the three initial product releases: Hudson Pale Ale, Garden State Stout, and 1878 Abbey Single.
A Successful Launch
The press has been buzzing with praise for NJBC, the beer is now carried in a spectrum of top bars in its home state, and the brewery has struck a distribution deal in New York. Keep an eye out for this quality brew, coming soon to a watering hole near you.