The Challenge
In 2019, TMC developed the original brand identity for Jervis Bay Brewing Co. as they were preparing to launch into the market. Two years on, the locally-based JBBCo. owners were looking to take their brand to the next level, and we were re-engaged to provide marketing and brand communication strategy and creative direction to help make it happen.
Like many of the small businesses we work with, JBBCo. was looking for a brand strategy to help set themselves apart, communicate their point of difference and, ultimately, establish why they do what they do. One of the biggest challenges was that taste and variety are givens in craft the beer category. In order to build relevance for multiple audiences, we had to go far deeper to ensure the JBBCo. brand appealed to people who lived in Jervis Bay, had visited the local area and/or the taproom, as well as those who’d never been anywhere near the south coast of NSW! On top of this, we were playing in a hugely competitive, busy and often confusing category – craft beer.
A beautiful place to be
The Strategy
The strategic journey began by conducting consumer and category research, together with a detailed brand workshop with key members of the JBBCo. team. This process unearthed several key insights that helped to shape a clear direction for setting JBBCo. apart from other craft breweries. This process led us to develop a full brand communication strategy to help explain what drives Jervis Bay Brewing Co. as a business, how they do business, the way they enable positive connections between customers, staff and the community, whilst always celebrating the place in which they brew, Jervis Bay – ‘a beautiful place to be’.
The Creative
Having a strategy is one thing. To bring it to life, we needed to deliver our brand message in a compelling and entirely relevant way that would connect with multiple audience groups. This ranged from Jervis Bay locals who love to hang out at the taproom at the end of the day, weekend visitors to the area, and those who haven’t been to Jervis Bay before. It was also important that we connected with the trade and the staff.
Flexibility was also a major consideration. The creative approach needed to work consistently across various levels of messaging, applications and touch points, depending upon the campaign. This required us to carefully consider everything from copy and headline structures to art direction and visual design executions, both on-premise in the brewery itself as well as in bottle shops and other licensed venues.
The Results
The agreed brand strategy and creative execution was finalised in close collaboration with the JBBCo. management team. Once complete, it was first applied to the updated JBBCo. website, closely followed by the JBBCo. brewery and selected touch-points in and around Jervis Bay. These brand elements have since been developed further across multiple mediums – spanning both awareness and activations – including consumer advertising, trade marketing, social media and community sponsorships.
“We knew that we needed both strategic and creative minds working on our business, so we engaged TMC to work with us on developing our brand communication strategy.”
Paul Walker, Jervis Bay Brewing Co.
Whether you’re on the South Coast, Wollongong, Sydney or Canberra, if you would like to know how marketing can help you create greater visibility for your small business, get in touch today.
