Batch Brewing Co. Rebrand
A beloved local brand, refreshed without losing what people loved
– Brand Strategy
– Creative Direction
– Stakeholder Management
– Team Leadership
– Packaging Design
– Digital and Social Design
The Opportunity
Wayward and Batch had just joined forces to form a shared parent company, merging sales, distribution, and creative teams between two breweries. In the middle of leading that merger — and still running creative for Wayward's own brands and venues — I saw that Batch's brand had aged and was fading against newer competitors, and put forward the case for a rebrand.
The Approach
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Listened first — spent a couple of months absorbing Batch's history and personality from the people who knew it best before changing anything
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Protected what worked — kept the brand's beloved mascot rather than replacing it, refreshing it for the main logo and then evolving it into a suite of characters across the range
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Brought in the right help — enlisted an outside designer already familiar with the brand, directing the work under my vision while keeping my in-house team focused on Wayward's own momentum
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Managed the politics — balanced a new, invested stakeholder and two merging teams through a complex joint venture
The Result
A rebrand pitched and delivered on time and successfully, while leading the creative team through a company merger and running two other brands at the same time.
Over a coffee, I'd tell you...
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I was nervous about this one. Batch has die hard fans and I know change isn't always embraced, but their followers responded with positivity, respecting our efforts to enhance rather than erase
