Working alongside the co-founders of Luce Line brewing, Agency Squid worked to uncover their true value proposition and authentic voice. Layering that with competitor research and the needs of the cycling culture, we established the identity for the brewery, from positioning and messaging to visuals, and product naming hierarchy. We created a system flexible enough to respond to the needs as the brand evolved while specifically anchoring the brand with both locals and the transient cyclists – merging the two diverse communities together.
Visuals: The visual style took recognizable cues from cycling culture –badging and bike parts. Mindful of the “bi” in bicycle meaning two and that we were aligning to separate audiences, the local community and thee cycling community) we used the local community visual vernacular for the color palette inspiration leading us to an “everyday” color palette that felt familiar, approachable, and relatable.
Naming convention: We carried the biking theme through by naming beers and hard seltzers after trails familiar to both communities with the intent that a portion of sales would go to supporting the preservation and maintenance of those trails.
Packaging: We designed a system that was easy for the brewery to use across hard seltzers and craft beers. The brewery launched with on-premises pours and crowler sales, so the packaging system was designed for simple cost-effective customization by employees, with sight on application to cans for wholesale distribution as future growth.