Hey Joe Brewing Co.
Challenge
Teaching the South African beer drinkers about Belgian beer. Most of the beer drinkers were uneducated on beer styles other than a lager or pilsner. We set out to educate and convert lager fans. A Full Turn-Key Branding & Marketing Operation that lasted 4 years. Given just the name of the brewery based on a Jimmy Hendrix song, the task was set out to conceptualize a unique craft beer brand that stood out against the other 254 other competitors amidst the explosion of craft beer scene in South Africa and in particular in the Western Cape region. The HJBC brand sent shockwaves to an industry where the many brewery brands unimaginably offered a lager and an overly bitter West Coast IPA.
Solution
We took and informative & educative stance at the brewery. The brewery had decor that was educative, table talkers, chat bots, video on the taproom TV's and a highly skilled bar & restaurant staff that set out to get the brewery visitors to learn more about Belgian beer. The brand got creative and came across as enthusiastic. 'Back to basics' was the theme of the brand. This was translated in every aspect of the brand and brewery through multiple touch-points.
Results
We won multiple awards in branding and marketing competitions (both nationally & globally). Since day 1 the brewery was fully booked every Saturday for the first 2 years of operation. We converted many lager beer drinkers to become die-hard Belgian beer fans. We launched South Africas first in-house craft beer online store and sold out the brewery stock in a matter of 5 days.
Evan Hamlyn
Legs Brands™ is an award-winning purpose-driven creative branding agency that builds better brands to make the world a better place. We specialise in brand architecture & creative solutions. We’re problem solvers that are dedicated to helping brands make a positive impact on society. We started Legs to help brands & people thrive in daily life. With your help, we’re defining a future that is brighter for humans & the earth.
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