Brewery Ardennes

Working as a collaborative partner with the Brewery Ardennes team, we first did a deep dive into their target audience, building out audience personas and messaging strategies. With a logo already in place, our team developed brand guidelines, brand voice, and brand identity through discovery sessions, language exploration, and visual planning sessions. These guiding principles allowed us to quickly execute a slew of collateral for their launch over the course of a couple of months.

To take advantage of the Belgian-inspired nature of the brewery, our design team created illustrated characters inspired by the owners’ dogs, Barley and Hops, who are often seen trotting around the brewery. The dogs are featured prominently on most of Ardennes’ beer labels, replicating the whimsy and warmth of the brewery itself. Set on a storybook backdrop of illustrated forests and creamy parchment paper, the overall brand feel is a nod to the similarities between Belgium’s Ardennes Forest and the Finger Lakes region. Our design team developed can labels, bottle labels, merchandise, coasters, and a board game (yes, a board game!). We worked with photographer Julie Roesser to capture the cozy, refined space, created by owners Stacey and Derek Edinger in a 100-year-old sheep barn.

As the brewery launched in May 2021, we handled PR for the opening and helped owner Stacey Edinger source user-generated content to keep Ardenne’s social media humming.