Sullivan’s Brewery

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Environmental Graphics
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Trinity Brand Group (USA)
www.trinitybrandgroup.com


Project Title: Sullivan’s Brewery
Client or Class Name: Sullivan's Craft Brewery (1702) - www.sullivansbrewingcompany.com

SULLIVAN’S  BREWERY

When  the  last  brewery  in  Kilkenny  shut  its  doors  and  moved  to  Dublin  in  2013,  the  most  storied  and  authentic  beer  brewing  city  in  all  of  Ireland  –  one  with  over  800  years  of  brewing  tradition  –  was  left  without  its  most  important  craft.  That’s   why  a  7th  generation  descendent  of  Kilkenny’s  Sullivan  brewing  partnered  with  a   descendant  of  the  Smithwick  brewing  family  to  bring  back  real  Irish  brewing  to  its   rightful  home  –  Kilkenny  –  with  the  resurrection  of  Sullivan’s  Brewery.

 

STRATEGY

Trinity  developed  the  brand  strategy  “Kilkenny’s  Brewery”  to  articulate  the   founders’  genuine  passion  for  the  city  and  the  community  that  made  them  who   they  are.  The  strategy  has  become  the  driving  force  behind  everything  Sullivan’s   does,  even  becoming  the  tagline  of  the  brand  –  shown  on  packaging  and   throughout  all  brand  touchpoints.  Often  linked  with  “since  1702,”  it  serves  as  a   reminder  that  the  original  Sullivan’s  Brewery  was  established  there  more  than  300  years  ago,  driving  home  the  interconnectedness  of  Sullivan’s  with  Kilkenny  past  and  present.

 

CREATIVE

With  the  launch  of  the  taproom  in  the  center  of  town,  Sullivan’s  engaged  Trinity  to  design  not  only  its  identity  and  packaging,  but  the  entire  tasting  room  experience   and  environment.  Trinity  designed  the  look  and  feel  and  all  elements,  crafting  the   experience  for  everything  from  the  initial  street  view,  the  entry  archway,  the   courtyard,  to  the  taproom  itself.

To  capture  the  essence  of  the  Sullivan’s  brand,  Trinity  designed  the  entire  experience  to  celebrate  the  spirit  of  Kilkenny.  The  distinctive  line  drawing  of  the  city’s  skyline  becomes  the  visual  expression  of  the  brand  itself  -­  capturing  both  the  historical  place  and  the  sense  of  craftsmanship  and  artistry  Kilkenny  is  known   for  today.  A  bold  use  of  the  brand’s  color  palette  and  confident  typography   throughout  adorns  custom  posters,  signage,  graphics  and  interior  walls  to  provide  visitors  a  cohesive  brand  experience  and  easy  wayfinding.  The  Sullivan’s  brandmark  can  be  seen  from  the  main  street  running  through  town.  Upon  entry,  a   series  of  posters  line  the  archway  leading  toward  the  courtyard.  Additionally,   Trinity  developed  limited  edition  screen  printed  posters  celebrating  the  opening   and  the  brand’s  link  with  Kilkenny.  Stunning  photography  from  around  the  city   weaves  Kilkenny  further  into  the  Sullivan’s  experience.  And  a  flexible  iconography  system  tells  the  many  stories  of  the  brand’s  history,  creating  a  visual  language  for  the  brand  that  extends  well  beyond  the  taproom,  building  a   foundation  for  online,  promotional  and  other  communications  to  support  and   sustain  this  truly  unique  brand.

True  to  the  “Kilkenny’s  Brewery,”  brand  strategy,  Trinity  tapped  local  Kilkenny  craftsmen  and  artists  in  the  creation  of  the  taproom  experience.  Local  woodworkers  and  metalsmiths  used  locally  sourced  recycled  and  repurposed   materials  to  build  out  Trinity’s  interior  design.  And  local  illustrator  Gavin  Beattie   was  brought  on  to  create  a  dramatic,  textural  wall  mural.

The  mural,  covering  a  massive  wall  of  the  tasting  room,  brings  to  life  the   Sullivan’s  family  story,  the  history  and  process  of  brewing,  and  how  each  are   intertwined  with  the  very  story  of  Kilkenny,  itself.  The  wall  takes  visitors  along  on   a  literal  and  figurative  journey,  that  ends  with  the  brand’s  mission  of  re-­opening   its  doors  to  bring  real  Irish  brewing  back  to  its  rightful  home.  As  visitors  then  turn   to  the  bar,  they  are  offered  a  glass  etched  with  the  Sullivan’s  cityscape   brandmark  and  filled  with  a  fresh  draft  beer  to  taste.

The  environment  delivers  a  cohesive  and  engaging  experience  that  invites  consumers  to  really  engage  with  the  brand  and  its  beer.

 

Creative Team

Executive Creative Director:
Alan Smith

Creative Director:
Paul Kagiwada

Design Director:
Dexter Lee

Senior Designer:
Michael A Johnson

 

Environmental Graphic Campaign Design Award Environmental Graphic Campaign Design Award Environmental Graphic Campaign Design Award Environmental Graphic Campaign Design Award Environmental Graphic Campaign Design Award Environmental Graphic Campaign Design Award Environmental Graphic Campaign Design Award Environmental Graphic Campaign Design Award

 

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