Northwestern Mutual

Northwestern Mutual

NORTHWESTERN MUTUAL

Insuring a Client Connection – The New Road to Growth

Northwestern Mutual is a 150-year-old financial services company with over 5,000 corporate employees and more than 330 local offices, each supporting multiple field representatives. The decentralized structure had led to a fractured brand look and feel, and messaging that didn’t hold particular sway for clients. Trinity Brand Group crafted a distinctive new brand strategy and shaped an iconic visual and verbal identity system. Now former internal naysayers are Northwestern Mutual’s biggest brand advocates. Recognition and consideration is growing, and the company expects to pay the largest dividends of its history in 2015 – more than three times its nearest competitor.

NWM_Insights

INSIGHTS

Finding the Right Path

The brand’s messaging, which focused on its past successes, wasn’t relevant anymore. Product marketers and field representatives didn’t understand the potential of a cohesive Northwestern Mutual brand and were actually requesting their own unique collateral to differentiate amongst each other. This was inefficient. Potential clients felt the inconsistencies. And the brand was getting diluted.

NWM_Strategy

STRATEGY

Planning for the Journey

Through rigorous inquiry, we uncovered the emotional truth that, for Northwestern Mutual, a client’s relationship with the brand is a journey not a transaction. It takes place over the course of a lifetime – people get married, buy a first house, have kids, plan for education, retire and so on – all with the same trusted financial representative. We crafted a new brand compass: engaging clients on their lifelong journey towards financial security. Clients identify with the idea and representatives across the country are inspired by it.

NWM_Creative

CREATIVE

Taking the Steps

We created a brand architecture, identity system, brand voice, photography and illustration style, and robust guidelines for Northwestern Mutual to build a cohesive brand and bring it to life. With these tools in place, the internal marketing team was able to create and update over 2,000 consistently branded marketing pieces within 18 months of launch.

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]
The SF Market

The SF Market

THE SAN FRANCISCO
WHOLESALE PRODUCE MARKET

Rebranding a San Francisco Institution

The San Francisco Wholesale Produce Market is San Francisco’s original and only wholesale produce market. It is home to a diverse range of 30+ merchants supplying fresh fruits and vegetables to food retailers and restaurants throughout the Bay Area and beyond. A pillar of the Bay Area’s food system, the Market provides critical food infrastructure, programs, and relationships that help hundreds of small businesses and their communities thrive. With a landmark 60-year lease from the City of San Francisco, and recent recognition as a historic asset by San Francisco’s Legacy Business Registry, the Market tapped Trinity for a major rebranding effort to energize current audiences and extend awareness to entirely new ones. The program included a new brand strategy, messaging, moniker, logo, and look and feel that would express the vibrant and critical role the Market plays in the Bay Area’s food economy and the broader community it serves.

TheSFMarket_Insight

INSIGHTS

High Impact, Low Awareness

Along with the 60-year lease came a transition to non-profit status and an innovative $100M development project to upgrade and expand. And while the Market’s current core constituency (merchants, farmers, food buyers, board members, staff and local government decision makers with the City of San Francisco) already understood and valued its purpose, the true impact was little known to potential investors and philanthropic organizations. Trinity recognized that for the Market to establish a strong connection with this expanded audience and energize its core constituents, we would need to develop a brand strategy rooted in the significant positive impact it has on the food systems, economies and communities the Market touches.

Trinity’s deep dive into the organization uncovered a rich history full of stories of growth: independent grocers and small merchant businesses grown wildly successful; small farmers vastly expanding their reach; restaurants discovering a dependable source for the perfect ingredients to help make their reputation; local residents finding hundreds of jobs in their own backyard; and food-recovery programs delivering millions of pounds of unused produce to local communities in need. These stories, plus a smart and innovative plan for the future, defined the Market as one of those rare service brands that benefits everyone involved.

TheSFMarket_Strategy

STRATEGY

Grow, Grow, Grow

To develop a compelling brand strategy, Trinity articulated the singular, powerful benefit the Market provides all its constituents. While it represents a broad range of audiences, one thing the Market offers everyone is a platform for growth. By emphasizing its’ power to help everyone grow, Trinity helped the Market lay confident claim to its place at the center of the Bay Area’s thriving food economy – its unique San Francisco location and its infrastructure the stage for critical access and scale. That promise of growth, for a business or an investment opportunity, was a powerful backdrop from which to tell the brand’s story and develop a memorable and authentic brand identity.

To bring the name in line with the growth-focused and audience-targeted brand strategy, we developed a shorter moniker—The SF Market—making it easier to say and remember, and proudly defining the Market as a San Francisco institution. And we added the tagline—Source for Fresh Produce—to drive home the core of what The SF Market does.

TheSFMarket_R1_FruitCircle_71016_KF

CREATIVE

Bringing a Vibrant Brand to Life

The new brand identity system vividly brings to life The SF Market’s vital role in growing and sustaining a healthy and vibrant Bay Area. The logo needed to strike a balance between being a rock solid, stable business, and letting the vibrancy of The SF Market shine through. Strong indigo letterforms make it clear this is a longstanding and important B2B marketplace, not a farmer’s market. And the leaf logo expresses both the freshness and the centrality of The SF Market. Working on many levels, the leaf is alternately an organic shape sprouting from the wordmark, a roadmap leading in and out of “SF,” or a topographical farmland landscape. Easily recognizable on merchant trucks crisscrossing the Bay Area, it will serve as a way for consumers to know where their produce comes from, and for businesses to see where they can access a fresher, better range of produce. We developed a visual toolbox to easily extend the look and feel with consistency and flexibility across a variety of touchpoints, including a vivid color palette, an iconic leaf graphic and a distinctive duotone horizon line. New signage infuses The SF Market and its neighborhood with new energy and color.

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 Powerscourt Distillery

The Powerscourt Distillery

THE POWERSCOURT DISTILLERY

Redefining Irish Whiskey

With double-digit growth since 2000, Irish Whiskey is the fastest growing premium spirits category in the world. Leading this growth to date has been Jameson. Globally recognized and sold at the “premium” tier, Jameson has been primarily responsible for having defined Irish Whiskey’s perceived taste profile and quality expectations. Enter onto this landscape The Powerscourt Distillery, located on the stunningly beautiful 800-year-old Powerscourt Estate recognized throughout the world for its elegant artistry, superior craftsmanship, and world-class gardens. Powerscourt has recently welcomed renowned master distiller, Noel Sweeney, to help create a portfolio of Irish Whiskeys as sophisticated and elegant as the property on which they’ll be distilled. The Powerscourt team engaged Trinity Brand Group to craft a brand strategy and visual identity that would help them redefine Irish Whiskey for the world.

Powerscourt_Insight

INSIGHTS

An Extraordinary Place

Fundamental to building a distinctive new brand was our immersion in the place that inspired it. Powerscourt Estate is a magical place. Nestled in Ireland’s Wicklow mountains, there’s a harmony that exists between the lush open acres of untamed land, the humbling power of its wild, magnificent waterfall, and the exquisite artistry of its landscaped gardens and centuries-old estate house. This unique combination of place, history, and tradition creates a feeling of boundless potential and stories left to discover, evident from the moment you pass through the gates onto the property. And it’s felt most strongly within the thick stone walls of the estate’s centuries-old mill house where the distinctive whiskey will be distilled. That feeling would need to come through in every aspect of The Powerscourt Distillery brand.

Powerscourt_Strategy

STRATEGY

An Extraordinary Spirit

From Trinity’s immersion into Powerscourt and the vision for the business, the brand strategy of Extraordinary Spirt was born—to capture the spirit of the place and the truly superior nature of the super-premium liquid. The strategy serves as the guiding light for all the brand’s communications and business decisions, ensuring every consumer interaction with the brand feels as luxe as the estate. From its distinctive voice to its product strategy, its exclusive cask program, its exquisite vision for an on-site visitor’s center, to its brand identity, The Powerscourt Distillery’s north star and measuring stick is expressing its extraordinary spirit in everything it does.

Powerscourt_Creative

CREATIVE

Introducing Powerscourt

To begin to bring this truly extraordinary spirit to life, Trinity created a brandmark inspired by the estate itself, matching the historical care and attention to detail for which Powerscourt is known. A gold arched line atop the wordmark traces the region’s striking Sugarloaf mountain silhouette, visible throughout the estate. The elegant, traditional wordmark letterforms are surrounded by intricate and complex filigree etchings that nod to the detailed craftsmanship found throughout the estate, especially on its iconic wrought iron gates. Finally, the brand’s color palette sets it apart from other whiskey brands. A sophisticated deep blue complemented by a distinctive gold patina that evokes the layers of history behind the Powerscourt Estate—an elegant, sophisticated and storied place that has stood the test of time. As one of the first visual expressions of the brand, we developed an elegant brochure for the brand’s cask program. In it, we tell the brand’s story and infuse its pages with the extraordinary elegance and quality of Powerscourt’s game changing whiskeys.

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]
Pathé

Pathé

Pathé
Updating a French Classic

Pathé, a world-renowned entertainment company founded in 1896 by Charles Pathé, produces world class films and operates the larg­est theater chain in Europe. Long considered one of the leading innovators in the entertainment industry, over time Pathé’s brand image and culture had lost relevance. The result was low employee satisfaction, low brand awareness among key audiences and diminished international sales. Pathé hired Trinity Brand Group to help the company regain focus and refresh its brand to make manifest the company’s core values and to solidify and broadcast its longevity as an iconic leader in the marketplace.

Pathe_Insights

INSIGHT

Identity Crisis

Once inextricably linked to the rich experience of a night at the cinema, Pathé had lost its emotional connection with consumers and had become just an ordinary place to watch a movie. Decades of management changes, decentralized operations and mergers with other companies left the brand fragmented and undefined, lacking a unifying purpose or mission. The current identity system had become cumbersome and inconsistent, and changing media demands meant there were gaps in content. Its marketing toolkit felt outdated and static, with the once iconic Charlie the Rooster (named for the company’s founder) appearing stiff and inflexible amidst today’s much more dynamic world of graphic design. The system needed to be updated, simplified and infused with the energy befitting of such an iconic brand.

Adding to the complexity of the assignment was Pathe’s acquisition of one of Paris’ cultural icons – the Gaumont theatre chain. Pathé needed to optimize the partnership and jointly market the two brands side by side without causing confusion.

Pathe_Strategy

STRATEGY

A Renewed Sense of Purpose

To reintroduce Pathé as an innovative and dynamic entertainment brand, Trinity worked with company leaders to identify and articulate a new Pathé brand story. The core values that emerged — Independence, Innovation and Integrity – expressed a foundational purpose for the company and provided a unified platform to drive all subsequent verbal and visual brand messaging.

Pathe_Creative

CREATIVE

Meet the New Charlie

Trinity evolved Pathé’s brand identity by leveraging the rich heritage and powerful associations of Charlie the Rooster. Once stiff and inactive, we developed two- and three-dimensional silhouettes of the beloved rooster that were full of character and expressive of the brand’s rich, distinctive personality. The new Charlie “system” has the flexibility to extend across multiple lines of business and a wide range of consumer touch points, including movie posters, advertising, animated trailers, marketing materials, online, theater signage and environments.

We retained the valuable Pathé Yellow as the iconic driving force in all brand communications but modernized the look and feel by simplifying the color palette to include only the Pathe yellow, black and shades of grey. We also introduced a distinctive friendly, hand-written typeface to complement the already bold Trade Gothic typeface in the brand’s toolkit. We further expressed and extended the new system through the introduction of soft forms and architectural elements born from the original Pathé Talk Bubble. Trinity also developed a new identity and communications for the new partnership entity between Pathe and Gaumont, Les Cinemas GaumontPathe. The program included the launch a new loyalty program, monthly theatre magazine and events promotional calendar.

To ensure a consistent, cohesive expression of the new system, Trinity launched pathebrand.com, an employee intranet site with brand assets and guidelines for all film and theater communications.

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]
Corona Premier

Corona Premier

CORONA PREMIER

Corona Leverages its Reputation for Light Refreshment with their Latest Launch, Corona Premier

As a high-end beer defined by consumers as light and refreshing, Constellation Brands saw a natural opportunity for the Corona brand to expand into the growing low carb light beer category. Corona Premier is the first new Corona-branded beer in 29 years and was born from the desire to deliver the refreshing taste and authentic Mexican escape of the Corona brand with fewer calories and lower carbs, to appeal to beer drinkers looking for a more sophisticated light beer.

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INSIGHTS

The Right Fit

With the popular Corona Light already firmly established in the marketplace, it was imperative that Premier’s strategy, brand name and design make clear its compelling difference for consumers. Trinity began by evaluating a broad range of portfolio strategies and analyzing existing Corona brand equities to understand which assets should carry forward to the new brand and to identify areas where new assets were required. We would need to leverage the strength of the Corona masterbrand while expanding its meaning—without creating consumer confusion or cannibalizing Corona Extra or Corona Light.

Corona Premier would be line priced with Corona Extra, but its target audience would be different from Corona’s base—aimed squarely at men 35-55 who seek products that fit their active lifestyle and support their desire to make healthier choices. The design had to appeal to men, have a premium, elevated expression and maintain its authentic Mexican roots.

Print

STRATEGY

A Mexican Take On Low Carb Light Beer

To carve out a new space for Corona Premier we looked at category leaders here in the US and around the world. In the US, light and low-carb beers face an uphill battle, with consumer perception of low carb beers as watered-down and low-quality. We looked to analogous “better for you” food and beverage to identify how more-mature categories were effectively delivering similar low calorie, healthy messaging. We found that communications had evolved–it is no longer about “less,” it is about more. It’s what you gain by making a better choice, not what you give up. There is a sense that consumers can have it all–a product that fits their lifestyle without sacrificing flavor or taste. We took a page from the evolution of health food to develop a brand idea built from Corona’s masterbrand promise of Saber Vivir—a “carefree state of mind.” With Corona Premier, Saber Vivir isn’t a beach or a wild night out, it is the feeling you get from living a life that is uncomplicated and on your terms – where less really is more.

We knew from our work on other light beer brands, that men don’t want to feel like they are on a diet when drinking beer with their buddies. So we came up with the name “Premier” to fit with the respected Corona brand and reflect the premium nature of the product. As a word easy to understand and say in both Spanish and English, it tested well with both the brand’s key audiences—unacculturated and bi-cultural Hispanic consumers.

Print

CREATIVE

A Delicate Balance

Trinity’s creative solution strongly leveraged the iconic Corona wordmark and visual equities, including the crown, griffins and the yellow, silver and blue color palette. We shifted the balance of those equities to create a look wholly unique to Premier. With yellow the lead color for Light and blue for Extra, silver became the dominant, distinctive color for Premier. The result is a strong family look for the 3 brands on shelf. The lockup between Corona and Premier gives the Premier sub-brand a powerful presence and elevated impression. The finished packaging carves out a space all its own, has a feel that is light and refreshing and signals to consumers this is a premium product worth considering.

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]
Corona Light

Corona Light

CORONA LIGHT

 

With Corona Extra growing double digits in an increasingly fragmented beer market, it’s 99 calorie sibling was finding it harder to stand out. The team at Trinity Brand Group was brought in as the strategic design partner to breathe new life into the brand, give it a strong and distinctive shelf presence, and to reinforce and strengthen the “The Light Cerveza” brand proposition and premium positioning.

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INSIGHTS

The Corona Conundrum

Corona Extra was already firmly positioned in minds of consumers as a sessionable and refreshing product (light!). Moreover, the similarity between the Extra and Light designs was contributing to the perception of  “sameness”. To grow Corona Light, the visual identity needed to leverage the positive equities of the Corona masterbrand to differentiate it from other high end competitors while developing its own visual expression to deliver the unique product proposition and energetic, upbeat brand personality.

Print

STRATEGY

Building from a Strong Foundation

To solve the “Corona Paradox” challenge Trinity began by evaluating the portfolio architecture to find the right relationship between Corona Light and the Corona Extra parent brand. We believed a shift away from Corona Extra could help consumers take a fresh look at Corona Light and bring new drinkers into the franchise. Leveraging Corona masterbrand equities was key to deliver the authentic connection back to Mexico but certain elements needed to stretch to avoid consumer confusion and build additional meaning into the Corona Light brand.

Print

CREATIVE

The Right Balance to Break New Ground

The Trinity team leveraged the brand’s iconic crown (corona) in a fresh way, using it as a launching point to infuse an upbeat personality and modernity to this authentic Mexican brand. The new design represents the sweet spot between coherence and differentiation, leveraging the power, visibility and authentic elements from the Corona masterbrand while giving Corona Light its own visual voice. We established Corona Yellow as the primary brand color for Light, reserving Corona Blue to be the dominant color for Extra. The horizon line, a key part of the Corona packaging, was maintained to help brand block on shelf and maintain the family look. Finally, “The Light Cerveza” was given a more prominent place in the visual hierarchy on pack, creating a bold lockup with Corona Light and firmly establishing the proposition.

The new can truly reflects the fun and upbeat personality of the brand. The white and yellow combination is light and refreshing and the super-sized crown adds a fun and unexpected element which subsequently builds from the Corona masterbrand. Though a key purchase driver on the secondary packaging, the 99-calorie message is purposely omitted on the primary packages, reflecting consumer insight which suggests people do not want to be reminded of calories when enjoying their beer. Overall the new visual identity and packaging make a bold impact shelf – creating a strong brand block with Corona Extra, but creating a clear and distinct impression all its own. The new more vibrant expression is being rolled out across all consumer touchpoints and is a hit with consumers and retailers alike.

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]
Sullivan’s Brewery

Sullivan’s Brewery

SULLIVAN’S BREWERY

Resurrecting a Centuries-Old Brand for Modern Times

When the last brewery in Kilkenny shut its doors in 2013, the most authentic beer brewing city in all of Ireland—one with over 800 years of brewing tradition—was left without its most important craft. That’s why a 7th generation descendent of Kilkenny’s Sullivan brewing family partnered with a descendant of the city’s other long-time brewing family, the Smithwicks, to bring real Irish brewing back to its rightful home, Kilkenny, with the resurrection of Sullivan’s Brewery.

Sullivan’s engaged Trinity Brand Group to develop a brand strategy, package design, and taproom environment and experience to re-launch this storied craft brewery brand in Ireland and position it for growth through export. Soon after its launch, the brand experience garnered high traffic and received glowing press and the liquid has garnered craft beer award recognition. This success has paved the way for the brand to launch in the US market 12 months ahead of plan.

Kilkenny, Ireland

INSIGHTS

Doing Right by Kilkenny

Kilkenny, a city known for its many pubs and a thriving crafts culture, didn’t have a brewery of its own.  The Sullivan and Smithwick families’ stories reach back centuries in Kilkenny, and are intertwined with its history, community and brewing heritage. Their love for Kilkenny and its legacy is the very reason they reopened Sullivan’s brewery doors in the heart of the city, nearly a century after last they closed. That devotion to their beloved Kilkenny would need to come through in the brand strategy and expression.

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STRATEGY

Kilkenny’s Brewery

Trinity developed the brand strategy “Kilkenny’s Brewery” to articulate the founders’ genuine passion for the city and the community that made them who they are. The strategy has become the driving force behind everything the brand does.

SullivansPKG_Creative

CREATIVE

Telling Our Story

Trinity’s design celebrates the city and the spirit of Kilkenny, with a strong nod to its past and a complete embrace of its future. The wordmark’s letterforms are inspired by traditional Irish pub signs, expressed in a contemporary visual language. The distinctive line drawing of this very Irish city’s skyline captures the historical place and the sense of craftsmanship and artistry the city is known for today, as well as giving the brand a unique sense of Irishness relevant beyond the country’s borders for those who’ve never visited the Emerald Isle. The tagline “Kilkenny’s Brewery,” linked with “since 1702,” serves as a reminder that the original Sullivan’s Brewery was established there more than 300 years ago, driving home the interconnectedness of Sullivan’s with Kilkenny past and present.

A flexible iconography system tells the many stories of the brand’s history, creating a visual language that extends well beyond the package, building a foundation for online, promotional and other communications to support and sustain this truly unique 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]
Sullivan’s Brewery Taproom

Sullivan’s Brewery Taproom

SULLIVAN’S BREWERY TAPROOM

Crafting a Branded Experience

The new Sullivan’s brand was launched with the opening of a taproom in the heart of Kilkenny.
Trinity Brand Group was tapped to extend the brand strategy into an entire tasting room experience and environment.

The view of the River Nore in Kilkenny

INSIGHTS

Make a Connection

In a city famous for its many pubs, consumers would need a reason to choose the Sullivan’s taproom over all the rest. Residents and visitors alike were seeking an authentic story and connection to Kilkenny.

SullivansEnv_Strategy

STRATEGY

Keep it Local

To re-establish Sullivan’s presence in the center of Kilkenny and truly capture the essence of the brand, it was vital that the entire experience celebrate the spirt of Kilkenny and the interconnectedness of Sullivan’s with Kilkenny past and present.

sullivans_creative

CREATIVE

Bringing a Brand to Life in 360°

Trinity designed the look and feel and all elements, crafting the experience from the initial street view, the entry archway, the courtyard, to the taproom itself.

We tapped local Kilkenny craftsmen and artists wherever possible. Local woodworkers and metalsmiths used locally sourced recycled and repurposed materials to build out Trinity’s interior design. And local illustrator Gavin Beattie was brought on to create a dramatic, textural wall mural.

The distinctive line drawing of the city’s skyline becomes the visual expression of the brand itself – capturing both the historical place and the sense of craftsmanship and artistry Kilkenny is known for today. A bold use of the brand’s color palette and confident typography throughout adorns custom posters, signage, graphics and interior walls to provide visitors a cohesive brand experience and easy wayfinding.

The Sullivan’s brandmark can be seen from the main street running through town. Posters then line the archway leading toward the courtyard. Stunning photography from around the city weaves Kilkenny further into the Sullivan’s experience. And the brand’s flexible iconography system tells the many stories of the brand’s history.

Once inside, a mural covers a massive wall of the tasting room, bringing to life the Sullivan family story, the history and process of brewing, and how each are intertwined with the very story of Kilkenny itself. The wall takes visitors along on a literal and figurative journey, that ends with the brand’s mission of re-opening its doors to bring real Irish brewing back to its rightful home. As visitors then turn to the bar, they are offered a glass etched with the Sullivan’s cityscape brandmark and filled with a fresh draft.

The environment delivers a cohesive and engaging experience that invites consumers to really engage with the brand and its beer.

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]
Margaritaville

Margaritaville

MARGARITAVILLE

A Destination Drink

Margaritaville is a $750M brand encompassing a broad product line of food, music, restaurants, apparel, beer, spirits and more. While the brand had 74% brand recognition in the US, the centerpiece of its spirits portfolio – tequila – was still perceived as a value option relative to the rest of the category. Additionally, consumers were having difficulty navigating the brand’s 40-plus products and flavor extensions. Gemini Spirits and Wine challenged Trinity to upgrade the look of the Margaritaville spirits brand and create a cohesive yet shop-able architecture for all its tequilas, rums and ready-to- drink products(RTDs).

Margaritaville_Insights

INSIGHTS

Escape the Everyday

The tequila category was growing despite the fact that the economy was forcing people to trade down. There was growth opportunity for Margaritaville if it could better express its promise of an escape from the everyday. Margaritaville offered consumers a smoother taste than other, harsher tasting competitors, delivering well on the promise of the easy-going, liberating experience that spirits consumers were seeking. 

Margaritaville_Strategy

STRATEGY

A Passport to Paradise

Trinity recognized the rich potential of the Margaritaville spirits line to take ownership of the idea of an accessible escape. The brand’s founder, Jimmy Buffet, embodies that escapism philosophy in his lyrics, music and concerts that offer fans an everyday trip to paradise. Trinity drove the evolution of his spirits brand from the mere observer role it had occupied in the past to an appropriately engaging and active participant in the sought after escape.

Margaritaville_Creative

CREATIVE

Bringing the Islands to the Aisle

Trinity redesigned the Margaritaville brandmark by bringing its iconic seaplane to the foreground, thereby imbuing it with a sense of heroism. The new placement shows the plane departing after it’s dropped you off on your island paradise, with what was a background sunset now evolved to become a sunrise with its promise of optimism. We collaborated with their glass manufacturer to develop a new bottle and closure for the tequila and rum lines to give them a more premium silhouette, and a packaging system architecture that delivers strong brand blocking and easier navigation at shelf.

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]