Crumbs Brewing are sustainable craft brewery situated in Wellington, NZ. They make beer and ale out of surplus bread which would otherwise go to landfill and be wasted.

The client is looking for a new, vibrant brand identity and packaging design which will give them more shelf presence and greater brand impact over their print and digital marketing.

The craft beer market is oversaturated and highly competitive, so they would like a brand that will stand the test of time and stand out against all the noise out there. They are keen to explore a logo mark which has some relevance to their use of bread in their brewing process. 

The craft beer market is renowned for quite stand out and outlandish illustrative labels. Although the client isn't opposed to this style in general, they'd rather steer clear of anything too illustrated or quirky for their label. They'd prefer to explore a pattern or perhaps a typographic pattern, as to allow the brand to be the main focus.

Their demographic are young professionals with an expendable income. Those that appreciate good food and even better beer. 

Crumbs beer is supplied to bars and restaurants across the country and abroad, and on their own ecommerce website, but over 65% of their income in generated from supermarket sales. Crumbs has a distribution contract with a select number of supermarket chains across New Zealand, and this is why they want to focus their efforts on a brand and label that will have good shelf presence. Remember, customers will likely only scan the shelf for a few seconds, so colour and legibility are key.