Pearlfisher London has created the brand strategy and new brand identity for challenger beer brand Jubel.
Jubel was born in the Alps at an après-ski bar when co-founders, Tom Jordan and Jesse Wilson discovered a popular beer tradition known as demi-pêche. Finding nothing like it back home, Tom and Jesse used the rest of their student loans to brew 5000 bottles of beer and said that if they sold them at an iconic music festival they would quit their jobs, and they did. The brand entered the market with a unique beer style that disrupts the category between light lagers and sweet ciders.
Recognising that the brand lacked competitive distinction and wanting to carve out a new area on shelf, Tom and Jesse approached Pearlfisher to help establish a new strategic brand and creative positioning.
Explaining the challenge and the strategic approach. Pearlfisher Strategist, Molly Rowan Hamilton, said, “This project was very much a collaboration with Tom and Jesse every step of the way. Our challenge was finding a way to expand the brand, and broaden its relevance and appeal, from a niche following to a more universal and iconic proposition.
It was important to offer a more emotive brand experience that taps into the lifestyle and behaviour of contemporary consumer thinking. Our focus was creating a platform that would create the right opportunity for the brand and this led us to devise one big, bold idea to inform the brand positioning, strategy, tone of voice and design. ‘Off Piste’ captures both the personal ethos of Tom and Jesse and is symbolic of the core of the brand without being clichéd.”
Talking about how the strategic approach translates into the new brand identity and design, Pearlfisher Senior Designer Harriet Beesley continued, “There were two specific aims with our design thinking and approach. We needed to convey the idea of living off piste but also simply and effectively communicate the core message and product offer of ‘beer done differently’.
The central idea is about breaking through the mundane. The bold cut through the design symbolises the flavour cutting through the beer, highlighting the products’ point of difference. The ‘cut’ device also slices through the J of the logo mark to signify the dual aspect of the brand; with two founders, the joining of beer and flavour and two sides that are at once both refreshing and fun.
Jesse Wilson, Co-Founder of Jubel, said, “The craft beer market has become very crowded and on a functional level, our beer cuts through the category as it’s unlike any other beer style. We feel the brand now matches up to the uniqueness of the product and our brand identity cuts through the category noise both literally and metaphorically.”
Designed By: Pearlfisher London
Location: London, UK
