Saimaa Brewing Company

Brand Creation & Development
Saimaa Brewing Company brand photography of a man holding a beer in a field by MacWell Creative

“Juomia joita voit ostaa hyvällä omallatunnolla. Ole hyvä.”

Saimaa Brewing Company, formerly known as Saimaan Juomatehdas, approached us for help in a complete brand renewal for their brewery brand and product portfolio.

Our mission was clear from the start: we would create a modern and distinctive player on the small brewery scene, and a brand fit for global scale.

First it was brand strategy time. We started from scratch to crystallize the company’s core values together with the client and analyze the brewery’s position to define the attributes for storytelling – the foundation on which to build the new brand.

Saimaa Brewing company deeply values sustainability, ecological innovations, and responsible choices within their production line – for example by using solar energy on brewing.

We based our core strategy for the brand identity work on bringing to life the inspirational values behind the brewery through compelling copywriting and graphic design.

We wanted each step of our identity work to be focused on the elements of sustainability and ecology – the brewery’s differentiators. Our work started with defining a new, more modern tone of voice and brand storytelling for the brewery.

We created a brand language that breathes life into the small brewery personality and the company’s core values – storytelling that speaks the language of the consumers and grabs their attention.

The new figurative and emotional tonality resonates with locality and handcraft but is bold enough to also claim space from the international market.

We then built a visual identity that reflects the same, modern identity and look & feel. We found inspiration from the northern nature and the graphical aesthetics of Scandinavian design.

The look & feel of Saimaa Brewing Company’s new brand is founded upon organic forms, such as the logo that subtly interprets waves crashing onto a shore.

Our design pays homage to a well-known design style, while staying confident and modern.

We created a brewery monogram to act as a brand symbol – a seal of approval – that ties together the varied product portfolio.

Our storytelling foundation of look & feel and tone of voice were then implemented into various assets in the branding pipeline. After an extensive brand photography shoot and edit, we designed a completely new, modern website as well as social media channels for our client – from concept to content to launch.

To ensure the cohesiveness of the new brand, we used our expertise to also develop a social media communication strategy for the brand’s launch and upkeep. We topped off the project with a vast and versatile asset bank for various points of sale and marketing materials to guarantee a solid brand image.

In addition to the renewed Saimaa Brewing Company brand, we put an all new spin on their whole portfolio strategy with a kick-ass product identity and design work for all their product families.