Client Background
Árbol is a brewery based in Wilmington, North Carolina, with a unique mission. The company employs active gang members, uniting them in an effort to end street violence and bring peace to communities. Their mission statement, "to brew beer, relationships, and shared stories that challenge people’s perceptions," reflects their commitment to social change and community engagement.
The Challenge
Despite their noble mission and unique business model, Árbol faced challenges in effectively communicating their purpose and impact to a broader audience. They needed to build a brand identity that would resonate with customers, community members, and stakeholders while highlighting their commitment to social change. Additionally, they aimed to expand their market presence and challenge societal perceptions about gang members.
The Solution
Árbol partnered with a branding agency to redefine their brand identity and develop a strategic plan to convey their mission effectively. The approach included:
Brand Strategy and Positioning:
Conducting market research to understand customer perceptions and community needs.
Defining Árbol’s core values, mission, and vision to align with their commitment to peace, community building, and challenging perceptions.
Developing a unique brand positioning statement that emphasizes Árbol’s dual focus on brewing quality beer and fostering social change.
Visual Identity Redesign:
Creating a new logo that symbolizes unity, peace, and community.
Selecting a color palette and typography that reflect Árbol’s warm, inviting, and socially conscious nature.
Designing marketing materials, including business cards, brochures, and digital assets, to ensure consistent visual communication.
Brand Messaging and Communication:
Crafting a compelling brand story that highlights Árbol’s mission to employ gang members, end street violence, and build community.
Developing a consistent brand voice that resonates with customers, community members, and stakeholders.
Creating key messaging frameworks for various communication channels, including the website, social media, and marketing campaigns.
Implementation and Launch:
Developing a comprehensive brand guidelines document to ensure consistency in brand application.
Planning and executing a strategic brand launch campaign to introduce the new identity to existing customers and the broader market.
Training Árbol’s internal team to effectively communicate and embody the new brand identity.
Implementation and Results
The rebranding process was executed over six months, involving the following stages:
Stage 1: Research and Strategy Development:
Market research and stakeholder interviews were conducted to inform the brand strategy.
A clear brand positioning statement and messaging framework were established.
Stage 2: Visual and Messaging Redesign:
The new visual identity, including logo, color scheme, and typography, was designed and finalized.
Brand messaging and communication guidelines were created.
Stage 3: Brand Launch and Internal Alignment:
A brand launch event was organized, along with a digital marketing campaign to unveil the new identity.
Internal training sessions were held to ensure all employees understood and embraced the new brand.
Post-launch, Árbol observed significant positive outcomes:
Market Perception:
Positive feedback from customers and community members regarding the impactful and socially conscious brand identity.
Increased brand recognition and credibility among target audiences who value social responsibility and community engagement.
Customer Engagement and Growth:
A 30% increase in website traffic and social media engagement within the first quarter post-launch.
An uptick in customer inquiries and new business opportunities, attributed to the strong brand presence and strategic marketing efforts.
Community Impact and Morale:
Enhanced employee morale and alignment with the company’s mission and values.
Improved community relations and support, leading to greater involvement in local peace initiatives.
Conclusion
The rebranding initiative successfully transformed Árbol’s brand identity, aligning it with their commitment to peace, community building, and challenging societal perceptions. By creating a brand that resonates with customers and community members, Árbol has strengthened its market presence and positioned itself as a leader in socially conscious business practices. This case study demonstrates the impact of a strategic and well-executed rebranding process in driving business success and fostering strong connections with stakeholders.
This artwork originally designed by Futura . and appeared on Behance.
