PRELUDE: COURAGE & CONVICTION

PRELUDE: COURAGE & CONVICTION

INSIGHT

A WIN-WIN FOR CLIENT AND COLLECTOR

Whisky lovers worldwide pride themselves on their access and experience with unique and heralded spirits. Yet distilling and racking barrels of whisky and patiently waiting years for the liquid to mature is a long (and expensive) journey. To seed engagement with Virginia Distillery Company’s flagship Courage & Conviction American Single Malt whisky while it rests and matures, the independent, family-owned distillery wanted to give fans a taste of what’s to come.

BACKGROUND

A GLIMPSE OF WHAT’S TO COME

Amidst early fanfare, Virginia Distillery Company decided to bottle a limited number of cases as a pre-release showcase of Courage & Conviction. Collectors and experience seekers have first access and the opportunity to try an early edition prior to the full release, aging an additional season before its scheduled launch in Spring 2020. As a business strategy, the pre-release would build awareness and excitement with the whisky community ahead of their long-awaited national Flagship release. With the brand name, identity and bespoke glass bottle and packaging design completed for the flagship, the challenge for Trinity was to connect to the flagship, reflect the exquisite liquid inside, support the premium price-point, and stand tall among other limited-edition world-class spirits. All of this would need to be done without minimizing the specialness of what’s to come.

SOLUTION

BUILDING EXCITEMENT AND ENGAGEMENT

We began by exploring a range of brand architecture solutions for the Virginia Distillery Company portfolio that would work for the existing lineup and anticipate future product innovations. The expressive scripted Prelude brandmark alludes to the crafted, personal nature of the family-owned distillery, the limited nature of the offering, and the strong connection to the founder. The bespoke bottle is an industry standout, borrowing from the Single Malt traditions, a disruption from the shorter bottles typically used for typical American Whiskey – with its thick base and tall, proud shoulders. The bottle silhouette connects the two flagship editions and distinguishes them from Virginia Distillery Company’s existing cask finished portfolio, the Virginia- Highland Whisky series. The long vertical label is distinctive for the category, and metallic copper detailing nods to the distillery and the brand’s signature imported copper-pot stills. For a Prelude to Courage & Conviction truly worthy of its flagship.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
The Happy Pear

The Happy Pear

RESULTS

INSIGHT

 

Consumers are looking to lead healthier, happier lives and connect with others who have a genuine passion for what they do and why they do it. The magic behind The Happy Pear was more than its amazing products, it was its founders – charismatic Irish identical twin brothers with an irresistible passion for healthy eating and living, and a vision for making that available for the masses. But they could only be in so many places at a time.

BACKGROUND

A LIFE BEYOND

As The Happy Pear grew in popularity and faced explosive growth into new channels, the brand needed to scale without losing its magic. We knew the magic of the brothers would have to come through in all the consumer touchpoints where they just couldn’t be. Trinity set out to bring that vibrant personality and philosophy of the brothers, and the experience of their seaside village market, to new audiences throughout Ireland and beyond.

SOLUTION

SETTING THE STAGE FOR GROWTH

The new brand strategy of Make Life Better defines the brand ethos and drove a 360-degree approach including identity, packaging, website, social media, programming and market activation materials, all infused with the twins’ charm and energy, but now in a more sophisticated, natural and personal expression. Playful avatars represent the actual brothers in the identity and their voice comes through in naming and romance copy – ensuring that consumers who never get to meet the twins in person understand what makes this brand tick. And…putting in place a powerful and scalable system that can grow with them.

photography by Alan Rowlette

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
QUANTUM HEALTH

QUANTUM HEALTH

RESULTS

INSIGHT

CONSUMER TRUST IS FUNDAMENTAL

Consumers were losing trust in natural supplements brands. A combination of rapid expansion and loose regulations had created a category filled with small names bought up by big, faceless corporations and with fly-by-night players who didn’t always adhere to labeling requirements. And the media had been reporting on the unreliability of claims being made by many in the category.

BACKGROUND

POSITIONING FOR SIGNIFICANT GROWTH

Quantum Health, a family-owned natural supplements company founded in 1981 has a robust product portfolio with distribution in more than 35,000 stores. While its product range was strategically positioned to take advantage of the growing wellness trend, the Quantum brand had not evolved over time. It lacked both the differentiation and the necessary natural cues to compete effectively on shelf or connect with the rapidly expanding base of light-green consumers. Quantum would need to define and bring to life a compelling brand strategy that would instill confidence in consumers about its authenticity, quality and effectiveness as it fit into their wellness-focused lifestyles.

SOLUTION

BREAK THROUGH IN HEART, MIND & SHELF

Because Quantum is a long-standing and proudly independent family-owned company with no intention of getting acquired, Trinity focused on making that independence the foundation for how Quantum is a more compelling choice than the fly-by-night or big corporate brands. We developed the brand promise of “Doing Right,” to reflect Quantum’s principled approach to doing business and to communicate the key consumer benefit of personal empowerment to do right for one’s self. This message of trustworthiness and empowerment comes through in a design system with an easy-to-shop and understand communication hierarchy, helping consumers navigate the chaotic and often intimidating category. The new identity and packaging deliver a distinctive sophistication that places Quantum firmly within the natural space while at the same time conveying its efficacy. The premium aesthetic and hand-painted leaves speak the visual language of a modern, personal lifestyle brand with a very human touch. The now cohesive and distinctive packaging is easily findable across segments and fits seamlessly into consumers’ more wellness-focused lives.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
ITZ SPRITZ

ITZ SPRITZ

RESULTS

INSIGHT

WHAT WOMEN WANT

With widespread innovation in the ready to drink (RTD) beverage alcohol space, companies behind the new products were still leaning on practices and insights developed in beer and spirits categories which focused primarily on male drinker’s needs, wants and behaviors. Yet, today’s female is the primary purchaser of alcoholic beverages consumed at home and THE gender representing growth in alcohol consumption. No one was giving her a product she actually wanted or a brand that reflected her values and personality. At a time when consumers want premium experiences and seek out natural flavors and ingredients as part of a wellness-focused lifestyle – current ready-to-drink options were still high in sugar, made with artificial ingredients, and had uninspiring flavor profiles.

BACKGROUND

THE RIGHT PRODUCT, NOW FOR THE RIGHT BRAND

After working for years in the adult beverage business and not finding a product they actually wanted to drink, two women founded Vivify Beverages and set off to develop a sophisticated, high quality, portable flavored alcoholic beverage that would be lighter, more interesting, and appropriate for a wide range of occasions. After extensive research, trial and tastings, they landed on a delicious and bubbly all-natural, gluten free cocktail-inspired spritzer made with only 5 ingredients. They had the perfect product, now they needed a brand to bring it to life.

SOLUTION

THE PERFECT FASHION ACCESSORY

The creative strategy, “Savor Simplicity,” was developed to reinforce and celebrate the idea that beauty can be found in the simplest of forms and can deliver a superior experience. In collaboration with the founders, we developed the name “Itz Spritz” to express that simplicity in a playful, easy to say and totally memorable way, while laying claim to the fact that it’s a spritzer – and not just another hard seltzer!

To express a premium quality brand unapologetically targeting women, we wanted to create a visual identity that felt like an accessory – an extension of her lifestyle and personality. We took inspiration from textiles and couture fashion brands – using patterns and graphic illustrations to disrupt the category by delivering flavor and refreshment cues in new and unique ways. We chose a rich, deep navy for the distinctive brand mark that feels more like a logo seen on 5th avenue, than an alcoholic beverage in a can, while the elevated product presentation is balanced by a fun, yummy palette of colors and textures. Photography highlights the sparkling, clean, crisp liquid. The full effect is a distinctive brand like nothing else on the market, ripe to define the high end of a now explosive category.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
PATHWATER

PATHWATER

RESULTS

INSIGHT

A CATEGORY IN NEED OF DISRUPTION

In a world where lifestyle brands like Warby Parker and Harry’s Razors are disrupting traditional categories by combining values with quality, style, and a far more affordable price, the bottled water market was failing at all of the above. While water is the simplest of elements and the simplest way to do good for one’s body, a bottled water that provided a truly sublime drinking experience while being affordable, convenient and environmentally responsible just wasn’t on the market.

BACKGROUND

A BIG IDEA WITHOUT A BRAND

PathWater, a social-minded startup built around a very smart product, was on a mission to disrupt the massive and fast-growing bottled water market by bringing a practical solution to the sea of environmentally harmful plastic that saturates the category. With its unique reusable aluminum container, the company had a big product idea to help it achieve it but lacked a brand or consumer awareness.

SOLUTION

THE POWER OF SIMPLICITY

Trinity developed a “Simply Better” strategy for PathWater that rooted the brand in keeping things simple, innovating for good, and making premium accessible.

Visual and verbal expression highlight and accentuate the simply better solution that their more elegant and far more responsible (reusable, infinitely recyclable) aluminum bottle provides. We took a minimalist approach to showcase the sleek silver of the aluminum bottle and used a crisp blue color palette and waterdrop brandmark to tie together the water and aluminum elements at the brand’s core and to make it clear, despite the non-transparent packaging not typically seen in the water category, that this is a water brand. The brand’s values driven “path” is reinforced by an arrow pathway which provides the brand with a flexible extractable element that extends the visual identity and mission across its website, social media, events and all the places its consumers engage with the brand.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
Lucerne Dairy Farms

Lucerne Dairy Farms

RESULTS

INSIGHT

 

If the Lucerne dairy brand could grow loyalty across its 20 categories throughout the grocery store and get half of its households to buy just one more Lucerne product, incremental revenue could reach $35 million a year. Trinity determined that an iconic and unified Masterbrand system could drive loyalty and grow incremental purchase.

BACKGROUND

JUST ONE MORE PLEASE

Lucerne is the oldest and largest Albertson Companies-owned brand with over $1.2 billion in annual sales and over 475 SKUs. But growth had stalled, and most households were only purchasing the brand in a single category. Consumers were not recognizing – or considering – the recessive and incohesive brand from one aisle to the next.

SOLUTION

CREATING AN ICONIC MASTERBRAND

A new strategy (Celebrating Life’s Simple Pleasures), a new name (Lucerne Dairy Farms), and an idyllic, iconic and memorable identity that captures the romance of the 115-year-old brand’s Northern California dairy farm roots gives the brand an authentic sense of place and an enduring innocent charm. The design system creates a powerful brand block that draws shoppers’ eyes from a distance, creates bigness on shelf and is instantly recognizable from aisle to aisle. System tools provide a flexible format for products to compete within categories while delivering a unified and meaningful Masterbrand presence customers notice throughout the entire store.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
Torani Puremade

Torani Puremade

TORANI PUREMADE

Expanding the Portfolio – and Meaning – of a Beloved Brand

Torani, the 94-year-old family-owned company, is known for its colorful bottles of flavored syrups ubiquitous in cafes, bars and restaurants around the world.

Over the past 10 years, Torani has focused on innovating and growing in step with the changing tastes of their consumers and their café-operator and foodservice customers. Recently, in response to consumer preferences for healthier eating with fewer, cleaner ingredients in their foods, Torani asked Trinity to help define the company’s portfolio architecture and develop an identity and packaging for the newest member of their portfolio, Torani Puremade, a line of Torani products with a simpler ingredient deck.

Print

INSIGHTS

Differentiation without Cannibalization

As we evaluated the Torani portfolio, we saw the risk of confusion or cannibalization that could occur without a clear role and story for each product line. We would need to define the unique reason for being for each, creating enough distance between Puremade and the brand’s original line to keep customers and consumers from conflating the two.

While long-time consumers of Torani’s original line are driven primarily by their love for flavor and flavor assortment, target Puremade consumers’ interest in simpler foods meant that their quest for flavor was always accompanied by a desire to avoid artificial and complicated-seeming ingredients. But it was not a matter of looking for a lesser version of what they really love.  We identified that when it comes to “simple” product offerings, consumers are looking not for what isn’t there, but for the desire to have it all, without compromise. The new Puremade sub-brand positioning and design would need to deliver meaning and value far beyond what the products are missing.

Print

STRATEGY

Do More with Less

We dug deep into consumer and customer motivations for choosing both of the two product lines to articulate a unique and relevant product positioning for each.

For Torani’s original line, we articulated a positioning around being The One True Original. It captures the Torani brand’s storied heritage as the first flavored syrup in the U.S. and emphasizes the constant flow of new and original flavors and product innovations the original line continues to deliver, to meet their flavor-loving consumers’ desire for creative flavor exploration.

For the new Torani Puremade line, we defined a positioning around delivering amazing flavor that has everything you want and nothing you don’t – to satisfy the consumers’ love for amazing flavor without compromise. To bring this idea to life in packaging, Trinity would need to ensure that packaging conveyed all that makes the Torani brand and its passion for flavor so special, while clearly signaling that this is a simpler, cleaner ingredient deck.

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CREATIVE

Everything You Want, Nothing You Don’t

The new package design is unapologetically Torani. Not stripped down like many of the other “simple” products on the market, packaging was crafted to convey everything that is good about the product inside – incredible flavor with nothing artificial. The new design system takes strong ownership of Torani’s equity red by turning the neck capsule color red and by using a red band to house the brandmark and create a powerful shelf block. The Torani brand’s timelessness comes through in the package’s warm tones and elegant touches (thoughtful use of gold, heritage stamp). The deliciousness of the product inside is conveyed through prominent and artfully crafted flavor illustrations. Initially launching with 8 flavors, the illustration system is easily extendable to accommodate any number of future possibilities.

At the same time, the lockup of “PUREMADE” with Torani ensures clarity that this is a unique sub-brand with its own role to play. Two simple, but powerful, “NO” statements underneath the illustration provide the information necessary to immediately understand just what makes this Puremade line different. It was important that café operators found the new product easy to understand and to find in a busy environment with multiple flavors sitting together on a countertop, so we brought the flavor name and illustration to the top of the label.

The end result? Torani customers and consumers can easily find the Torani that is simply perfect for them. And a Torani Puremade packaging system and design that clearly telegraph’s the promise to deliver absolutely everything they want and nothing they don’t.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
Norton by Symantec

Norton by Symantec

NORTON BY SYMANTEC

Returning a Category Founder to a Leadership Position

Norton by Symantec is at the forefront of security software, protecting individuals and small businesses against today’s most aggressive threats with the Norton Security by Symantec product portfolio. However, Norton’s packaging, a vital marketing tool for the brand, felt generic and outdated. It didn’t support the brand’s premium offerings and caused confusion for retailers and consumers trying to understand the difference between solutions and tiers, working against local sales managers’ attempts to achieve retail goals. Additionally, Norton was producing 43 unique package form factors across its global markets.

Trinity helped Norton realize efficiencies of scale by developing a packaging strategy that met retailer needs in 153 countries with fewer than 10 package forms. We redesigned the package graphics to powerfully differentiate Norton Security from the competition, and used clear and effective messaging to differentiate between service offerings to make it easier for customers to understand what they were purchasing. The package redesign went beyond the stodgy software shelf, helping Norton to expand its presence throughout the entire retail environment.

Norton_Insights

INSIGHTS

Investigating the Global Reality

We gathered information through global consumer research and retail audits, as well as internal stakeholder and supplier interviews. We identified areas for packaging efficiencies for Norton and identified a significant opportunity: categorically, security software packaging overused the “shield” look and feel. Additionally, few competitors were taking advantage of a key selling opportunity—consumers were purchasing security software at the same time they purchased other accessories for their new smartphones and laptops.

Norton_Strategy

STRATEGY

Thinking Outside the Box

We first developed a packaging strategy to reduce global form factors by over 75%, decreasing operational cost and complexity and ensuring better control over consumers’ brand experience. We then worked with Norton to position Norton Security as a vital accessory to complement consumers’ exciting technology purchases.

Norton_Creative

CREATIVE

Crashing the Category Mold

The Norton package redesign broke the mold of the typical category approach to branding. We maintained the brand’s established and highly navigable yellow box equity, but redesigned it with a sophisticated, modern strength that stands out from the rest of the software shelf and more accurately reflects the brand’s truly cutting edge protection. The thoughtful use of space, metallic colors, modern typography and an iconic ring graphic provide the appropriate technology backdrop for a messaging strategy that very clearly differentiates between products and tiers.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
Alta Belleza

Alta Belleza

ALTA BELLEZA

A Noble Endeavor

Casa Noble Tequila, owned by Constellation Brands, rated by Men’s Journal magazine as one of the world’s very best tequila makers, and noted as a company that “makes a range of tasty handcrafted (and certified organic) lowlands tequilas. All are superb…,” recently decided to take what felt like a natural step into the ultra-luxury tequila category with its release of Colección Del Fundador. This collection of rare, limited-release tequilas showcases the brand’s founder and master tequillero, Jose “Pepe” Hermosillo’s, lifelong pursuit to push the boundaries of his craft. 2016 marked the collection’s inaugural year with Volume 1, Alta Belleza.

Constellation turned to Trinity Brand Group for their understanding of the ultra-luxury category and experience working with tequila brands to make Colección Del Fundador’s entrance into the market a success.

Alta_Belleza_Insight

INSIGHTS

The Evolution of Tequila

Since the advent of the Extra Añejo category, tequila has taken on the sort of connoisseurship traditionally only found in cognacs and whiskeys. With high-end bars trading traditional spirits for more unique and distinctive tequilas, Constellation Brands saw an opportunity to elevate the Casa Noble brand in the eyes of both tequila lovers and fine spirit collectors.

Priced at $1,200 with a limited production of 563 bottles, it was imperative that Alta Belleza speak the language of luxury – one rooted in both perfection and minimalism. It was equally important that Alta Belleza link to Casa Noble’s DNA to drive awareness and sales of the recently relaunched core line. The strategy, nomenclature and packaging design would need to be the perfect balance of Mexican heritage, elevated simplicity, and a bespoke expression of the brand.

Alta_Belleza_Strategy

STRATEGY

Brand Building from the Top Down

Trinity started with an audit of the luxury category and the super luxury spirits market to identify category drivers and evaluate how other brands approach their luxury line extension. We developed a portfolio strategy that connected strongly to the base brand while giving consumers the right visual signals to reflect the exquisite liquid and elevated price point. This strategy drove our approach to naming for both the luxury line and the 2016 first edition. The name Colección del Fundador was selected to clearly signal that this is a special and limited collection of tequilas specially developed by Hermosillo. It is directly in line with the brand’s strategy that making the world’s finest tequila is its “Noble Pursuit.” The name Alta Belleza pays homage to the meeting of two of the world’s finest terroirs, the world renowned vineyard of To Kalon in Napa Valley and the rich agave fields of Jalisco, Mexico. The finishing touch that separates Alta Belleza from any other tequila available is its final rest for six months in Tonnellerie Taransaud French Oak wine barrels previously used to age Cabernet Sauvignon from To Kalon. Greek for the “highest beauty,” To Kalon served as our inspiration for the name Alta Belleza, which is Spanish for “high beauty.”

To position Alta Belleza as an ultra-luxury tequila we developed a creative strategy around “The One Thing.” Luxury tequilas are defined by the extreme of innovation, rarity, aging, adornment and craft, yet in order to find success in this market a brand needs a single-minded focus.  We focused on Alta Belleza’s “One Thing” that made it stand out from competitors – the To Kalon wine barrel aging. The liquid’s beautiful copper red tone and seductive velvety mouth feel was the element that needed to shine through. Our strategy was to embody the craftsmanship and story behind Alta Belleza, bringing together the rich history of the brand passed down through seven generations of tequila makers with the prestigious To Kalon vineyard.

Alta_Belleza_Creative

CREATIVE

A design that Invites the Senses

The Alta Belleza packaging is hedonic with attention to detail at the forefront. To create a luxurious experience for the senses, we worked with bottle fabricators, metalsmiths, box makers and book binders from across three continents.

The bottle, designed and crafted in France, has a silhouette that invites the senses – first look, then touch – to finally, taste. Its outstanding glass weight and impressive base emphasize the bottle’s ultra-luxurious and statuary expression. We added to it an elegant custom metal collar and closure. The silver finish brings together the best qualities of both European decorative arts, and the celebrated silversmithing tradition of Mexico. We took inspiration for the ball-closure from Casa Noble’s signature core line and gave it an elevated expression with a decanter setting. The collar is engraved and finished with the scalloped edge of the Casa Noble seal.

The result – a package that is a perfect complement to the artistry of Alta Belleza.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]
CERIA Brewing Company

CERIA Brewing Company

CERIA
Brewing Company

Building a Mainstream Cannabis Brand

With the enormous momentum in the cannabis industry, renowned brewmaster Keith Villa and his team at CERIA, Inc. were looking to bring his decades-long expertise in crafting high-quality, crowd-pleasing beers to the developing market and help destigmatize the responsible, social use of cannabis. CERIA tapped Trinity to help develop its entire brand system, including portfolio and brand strategy, identity, packaging, website and product naming.

Insights

INSIGHT

In Search of the Familiar

Trinity’s deep dive into cannabis beverages and the dispensary environment revealed a consumer shopping experience very different from traditional retail. In this burgeoning “wild west” environment many consumers find themselves far outside their comfort zone, not feeling at ease to even know what to ask. Almost every brand is new, most products require some explanation, and packaging is merchandised behind glass or otherwise out of reach. Browsing is frowned upon by many dispensaries, and budtenders can sometimes feel like they inhabit a different world. We identified that missing from the cannabis “consumables” landscape was an offering that would be easy to understand and fit seamlessly into peoples’ lifestyles.

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STRATEGY

Cannabis for All

Trinity developed a brand strategy for CERIA that would achieve the company’s mission to make the magical experience of cannabis accessible to all adults. We shared Villa’s POV that beer is a familiar and beloved part of peoples’ social culture, and identified that the key to making this new hybrid product line accessible and acceptable would be to root it firmly in a beer analog. The strategy would drive positioning, visual and verbal expression of the CERIA brand as a quality beer first, with the infusion of THC an exciting new twist that expands beer’s potential and promise.

This approach would make it easy for consumers to understand and integrate CERIA’s products into their mainstream usage occasions.

We helped CERIA define its portfolio architecture by carving out the company’s beer-specific product line under the CERIA Brewing Company name—to allow room for them to build out future non-beer portfolios within the CERIA masterbrand. We also developed product naming, with the inaugural Belgian-Style White Ale called “Grainwave”—playfully marrying the beer ingredient story with the cannabis experience.

Creative

CREATIVE

Tradition, with a Touch of Magic

Trinity designed a timeless identity and look for the CERIA Brewing Co. brand that balances the need to establish trust and understanding with the modern freshness of the cannabis marketplace. The new brand provides consumers with an unmistakable beer analog that they can easily understand and feel comfortable integrating into their lives, with modern takes on traditional elements that deliver on cannabis’ exciting new promise. The presence of beer packaging amidst the chaotic and unfamiliar shelves of the dispensary environment stands out strongly and requires very little explanation.

Trinity’s design is centered around Ceres, ancient goddess of the harvest, who is particularly compelling since she is the guardian of hops, barley and cannabis alike. The goddess portrait is presented in bright yellow-gold—a modern expression of beer’s golden color. She is adorned by a wreath of cannabis leaves and hops to cue the unique ingredient story and celebrate the magical synergy of bringing the two together. That synergy is further realized with the strong CERIA type and serious, trustworthy deep blue brand color counterbalanced with abundant hits of a playful brighter blue and a personal hand-scripted type. The brand identity includes the Latin phrase “Cannabis pro Omnibus” – literally “Cannabis for the people” to express the CERIA brand’s mission and its products’ accessibility to all adults. The new system includes a 4pk carrier (designed to reinforce its appropriateness for social occasions) and a website (designed to reach and educate consumers about CERIA’s quality and cannabis-infusion brewing process). The result is a breakthrough new brand that takes the industry to an entirely new level.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]

CONTACT US

European Location

Trinity Brand Group
The Harbour
Greystones
Co. Wicklow A63 D329
Ireland
+353 1 524 2070 (t)

For career opportunities:
[email protected]