CRAFT Beer Market is a Restaurant + Bar concept that launched Summer 2011 in Downtown Calgary, Alberta Canada. Set in a spacious character rich building on 10th Ave SW, seating for over 300 and featuring over 100 beer on tap. CRAFT Beer Market's success since launching in 2011 has seen the brand grow to include an additional Calgary venue as well as locations in Vancouver, Edmonton, Ottawa, Toronto and Kelowna.
CRAFT tasked Flipp with the responsibility of creating the ID and developing a brand that would launch this outstanding Calgary watering hole. Our mission was not only the initial look and feel but to create a personality for CRAFT that would carry them through launch, opening and beyond. CRAFT owners were looking to build a solid brand around a non-pretentious, relaxed & humble attitude, backed with a love and appreciation for craft beer and great food.
The look and voice used for CRAFT Beer Market is trendy and cool yet approachable and down to earth. We worked to ensure brand congruency across all touch points. Menus, promotions, loyalty programs, events all singing from the same song sheet. The result is a strong voice and visual mark for CRAFT as the brand has grown to multiple locations.
The CRAFT Identity was tailored to have an open market feel to it. References included old authentic tin signage and market signs. The result is a mark that you immediately feel comfortable with, as though it has been around for years. For applications of the ID such as business cards, table talkers and menus, we utilized weathered/aged stock to add character to the brand and enhance the approachable nature of the personality. Our tag line - 'Where Everything's on Tap' speaks to both the factual element of over 100 beer on tap and to the lively social atmosphere.
The launch campaign for CRAFT leveraged our #1 message, "Over 100 Beer On Tap". The campaign creative ran throughout building signage during construction, Billboards, Bus shelters, Newspapers and Magazines running up to launch as well as the teaser website landing page.