Group Project undertaken as part of a college assignment. The goal of the project was to re-brand a famous Cork brewery with the outcome of a fresh brand, packaging and website. I was assigned the role of Branding the new business.

 

Every Brewery has a birth place and a history no matter where it may relocate to or when it eventually closes its doors for good. Beamish and Crawford in Ireland is one such brewery steeped in history and will long be remembered in the hearts of people in Cork City and County. Since 1972 the Brewery has served the people of Cork with the rich creamy taste of their flagship stout 'Beamish'. The Brewery finally came to a close in 2009 and the decision was taken to transfer operations elsewhere. Beamish Stout remains on sale in parts of the country (mostly in the South) but it is still difficult to stare at the empty building that once was the heart of Cork.

 

The core concept of the project was to express the rejuvenation of the business while celebrating the tradition and culture of Beamish & Crawford. The brand will be executed across the new premises while a limited edition packaging will celebrate the traditions and characters that used to work in the brewery. With the permission to rejuvenate the area which includes a cinema, mixed retail, bars, restaurants, student accommodation and a 6000 seated event center through a €150 million project the sky is the limit for the new brand. This type of substantial project is long overdue for a city the size of Cork. The development has been appropriately assigned to the “Brewery Quarter” rather than just the Beamish and Crawford site. This justifies the idea of allowing a more contemporary visual appeal for the re-brand. The new identity will reflect the company’s direction in terms of a contemporary/traditional style.

 

The Brewery Quarter is built on a history, tradition and vision for the future. In order to preserve and embrace the rich history of the site, a QR code system has been put in place. With this system the visitor can simply scan the code on his/her smart phone, the visitor will them be located to a page informing them of the history of the location they are near. This system will be in place in various locations around the site. This will also be applicable to packaging, posters, beer mats and many more avenues of the brand.