Branding Nimroo

“There’s thousands of breweries out there – how do we get people to buy ours?”

That’s why US based microbrewery Nimroo got in touch.

In 2020, there were nearly nine thousand breweries located in the United States, and this number has been steadily increasing since 2012*. The growing trend of ‘drinking different’ has bombarded the US and isn’t showing signs of slowing down.

So in a saturated market, we needed to make Nimroo stand out while keeping its roots solidly with the local area and the brewer’s passion for a surf.

With a minimalistic focus, using local photography and striking ocean colours against a clean silver can, we created was a brand visual that accentuated a love for the surf and pops out amongst the overwhelming number of maximalist illustrations. It needed to be slick and sleek. 

A labelling system was devised to identify each brew and its flavour complexity – from a complex and bold stout, to a crisp and clean hefeweizen. As the brew gets bolder and more complex with flavour, the label and imagery gets larger and more complex to match.

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* www.statista.com/statistics/224157/total-number-of-breweries-in-the-united-states-since-1990