CRAFTING BEER FOR DIVERSITY
University of Göteborg, Sweden
Victoria Cleverby, Cong Bui Dinh, Dinara Zhubaniyaz
Barlind Beer is a micro brewery with limited resources whose owner does not want to expand in the short term. We designed a branding strategy that is meant to be local and conveys a strong message: to nurture diversity by connecting people
We had two phases of research. The first phase was the desk research, with industry reports, recent theories of branding, trend analysis and competitor analysis. The second phase was based on field research, with visits at the brewery, interviews in the bars of Göteborg, tasting of the different brands. All those insights were then clustered and the design criteria for the solution were established.
The designed labels ask questions. The questions are designed in such a way as to create a safe space for discovery. It is a well-known fact that going with deeply sensitive questions to a stranger is an uncomfortable practice for many. However, by offering simplistic questions that still let you access a deeper image of the person, people can explore the diversity within cultures and backgrounds.
In parallel to the labels, the strategy included other activities that help in nurturing diversity. Some of them are:
Co-creating new tastes with other people
Using social media for storytelling
Facilitating workshops on brewing beer
Release parties for new tastes