1. The Opportunity

When a craft beer company needed an engaging and fun brand identity, they turned to Amey and Co for help. The goal was to create a colorful, illustration-based design that seamlessly fit within the craft beer movement while still managing to stand out. Inspired by the concept of “monkey business,” we aimed for a brand that appealed to both older and younger audiences, promising a playful twist on craft beer branding.

2. The Approach
In-depth Market Research
We studied the current craft beer landscape, identifying the trends, visual elements, and brand personalities that resonated with customers. Our analysis confirmed that bold illustrations and vibrant colors could highlight a brand’s unique character and capture attention on crowded retail shelves.
Positioning & Target Audience
We defined a positioning strategy to appeal to both seasoned beer enthusiasts and curious newcomers. By blending familiar references with a sense of mischief, we ensured that the brand identity felt accessible to a broad demographic range.
Crafting a Visual Narrative
Illustration-Driven: We designed whimsical monkey-themed artwork to convey fun, curiosity, and adventure.
Color Palette: Bright hues combined with playful imagery to create a colorful brand design that popped on packaging and marketing materials.
Typography & Layout: We selected modern yet friendly typefaces to balance the energetic visuals and maintain clarity in branding.
3. The Brand World
Packaging Design
Each variety of beer featured its own monkey character, making the craft beer packaging feel collectible and encouraging repeat purchases.
Large, bold illustrations ensured that the brand’s personality was instantly recognizable, even from a distance.
Retail & Point-of-Sale Materials
In-store displays showcased the monkey illustrations and vibrant palette, allowing customers to quickly connect with the brand story.
Branded accessories (e.g., coasters and glassware) further reinforced the fun craft beer brand identity and transformed customers into brand ambassadors.
Digital & Social Presence
Consistent visual themes—playful typography, bright colors, and illustration-based design—were extended across the website and social media channels.
Interactive online campaigns leveraged the monkey concept to encourage user-generated content, propelling organic growth and boosting customer engagement.
4. The Impact
Memorable Shelf Presence: The combination of vibrant colors and bold illustrations made the product stand out in a crowded craft beer market, resulting in increased retail inquiries and faster turnover.
Enhanced Brand Recognition: The playful monkey visuals and cohesive design allowed both new customers and loyal fans to instantly identify the beer, strengthening brand equity.
Wider Demographic Appeal: By embracing the “monkey business” concept and a lighthearted design approach, the brand successfully attracted older consumers nostalgic for classic, witty labels, as well as younger audiences seeking fresh, eye-catching craft beer branding.