Designing a brand strategy to support diversification into spirits

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

The requirement

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 approach

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.