Introduction
Danang’s only homegrown craft beer brewery, 7 Bridges Brewing Co. has grown from a 30-litre home garage dream into a fully-fledged brewing facility with tap room in their hometown and in Hanoi, and growing distribution across Vietnam in convenient store like Circle K in under 3 years.
7 Bridges is named after the number of bridges spanning the Han River that flows through the centre of Danang. As well as producing great beer, the foundations of the company have been built on a solid social and environmental platform. Their clever “Farm to Foam, Foam to Farm” concept utilises their own farm where waste products from the brewing process can be used to feed pigs and cattle, and as compost.
The Challenge
7 Bridges launches a new motto, ‘BUILD BRIDGES BREAK WALLS’ last year. According to Saori Ushimi, co-founder, the new motto really captures their mission statement, team spirit and approach to brewing. In order to bring to life this motto, a new visual identity and labels are needed.
We started with guidance from Stanley Boots, 7B co-founder to explore the The Summer of Love 60s style, and combining images and drawing.
Moodboard
For inspiration, we went with the Psychedelic art style as the brand's personality is open, strong, intelligent and creative.
Psychedelic art refers to a counterculture art trend that featured highly distorted or surreal imagery, brilliant colors, and full spectrums in the late 1960s.
First Concept
The Solution
The re-branding exercise that has taken the best part of a tumultuous year to complete highlights the faces of four real 7 Bridges customers from completely different walks in life. All are brought together by their love of craft beer.
Uncle An, security guard from the 7 Bridges Danang Taproom, gives a big thumbs up from the company’s flagship Imperial IPA. Youtuber, Binh, snaps a shot on Dragon IPA (formerly, Dragon 3 Coil).
Yen is a startup entrepreneur in Ho Chi Minh City who loves Sunset Tangerine. Heritage gets a radical makeover with a new name, Beach Blonde Ale, graced by Danang surfer Maria.
