After purchasing and revamping a dying beer franchise, PHX Beer Co. needed a complete overhaul to their existing brand. Starting with a new name, in the eyes of the public, they were virtually a newcomer to the booming craft brewing industry. They had the brew master, the craveable beers and an expanding retail stake in the area, but needed help boosting their recognition and enticing beer lovers to try their product in an extremely crowded marketplace.
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Beginning with the company name, which was previously called The Phoenix Ale Brewery, Commit ensured PHX Beer Co. would rise to the top of the local craft beer community’s most recognizable brands – and also have nationwide appeal for a wider retail market. Our strategy was to infuse the brand with a deeply-rooted sense of Phoenix pride. Understanding the local market was key when defining PHX Beer Co., designing the cans, creating packaging and developing a relaunch campaign look and feel. The company was serious about not being too serious, while making seriously good beer… and Commit was serious about creating a brand that was seriously eye-catching, timelessly relevant and would entice not only locals, but beer enthusiasts across the globe.
By uncovering their meaningful difference, PHX Beer Co. emerged from the ashes, reigniting the independent brewing spirit and celebrating its locality with a diverse, full craft experience that is never manufactured. They became the brand for those who want to connect to the pride of Phoenix through the artistry of great food and beer within reinvented spaces where everything is consistently exceptional.
Want to take on the industry giants and win? We can help.
