Eden Mill x Genoa Black

Designing a brand strategy to
support diversification into spirits

Industry: Drinks

.

Eden Brewery, now Eden Mill St Andrews, brew, distil and bottle premium Scottish craft gin, whisky and gin liqueurs.

Challenge

Support the diversification of the Eden Brewery portfolio in 2014, by developing a brand strategy that encompasses its brewery and new distillery operations. Create a compelling and differentiated beer, whisky and gin brand in an international, cluttered and competitive market to drive growth.

Our work

After extensive market research and workshops with the Eden Brewery team, a new brand strategy for the Eden Brewery portfolio was developed. Capitalising on the company's unique location in St. Andrews, the new brand name “Eden Mill” was created by Genoa Black and new brand elements were developed and taken across all packaging formats, website and videos to support the commercialisation strategy.

Service mix offered

> Our team developed the brand name “Eden Mill” and associated brand elements as part of a brand strategy that supported planned diversification.

Paul Millar, Former Owner, Eden Mill

“Eden Mill would not be the company it is today without the direction and work delivered by Genoa Black.”

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