Roots Brewing co.
We started with research and a survey to feel out the clients’ values, priorities, and aesthetics. These results informed our concept development for a brand identity.
Moving beyond literal imagery of beer and roots, this visual identity aims to capture the clients’ embrace of heritage and story in their vision of a business that would be indelibly rooted in its local community.
An extensive yet leisurely photo shoot of co-founders Zach and Ann Dobeck served to create a base of visual assets as well as establish the foundation of the Roots brand as a family, and deeply personal brand. Zach, a Georgia native and long-time beer lover, chose to follow his dream and build a brewery in his wife Ann’s home state of Iowa. The Roots brand story is grounded in the story and heritage of the Dobeck family as they plant their roots in their new hometown and family business.
How to produce video of a brewery that doesn’t exist yet? Repurposing our own footage of another brewery establishment, we carefully selected unbranded imagery that evoked the community values of Roots. We then added Roots branding, giving future customers a taste of what’s to come.
Station16 designed and developed a micro site with the goal of emphasizing the client’s values of openness, community, family, and comfort. Custom video and photography illustrate these values even before ground is broken on the brewery building. Our goal for this initial website is to pique interest and invite interested people to join the Roots community.
A consumer brand like a brewery is served well by a collection of merchandise that their audience can own and rep. For Roots we have created an ever growing and evolving suite of branded merch to satisfy the throngs of beer fans.