Great Western Malting Rebrand
 

Great Western Malting Rebrand

16-Oct-2017

Branding starts with a clear understanding of who a company is. We began our project scope with a two day workshop of internal Great Western Malt employees and developed a language, keywords and story that paved the way for a complete overhaul of their brand. 

 

THE CHALLENGE
Great Western Malt is at the heart of the craft brewing and distilling industry. Beer and whisky are made with malt, from processed barley grown in the Pacific Northwest, Idaho, Montana and Northern California. This 80 year old agri-business company was very outdated and needed to speak to the craft brewing community more clearly and with up to date communication tools and approach. The challenge was to enhance the history of the company while still giving them a modern creative solution. Great Western Malt is a subsidiary of GrainCorp, an Australian agri-business company.

WHAT WE DID
• Rebranded the company
• Marketing Plan and Strategy
• Grew Social Media Channels
• Strengthened Brand Attention
• Grew Sales
• Innovative Package Design for Malt Bags

HOW WE DID IT
• Brand Audit
• Brand Workshop
• In-depth market research
• Modernized governance and brand
• Leverage company history  (resurrected a vintage brand)
• Establish a relevant brand voice
 
THE SOLUTION
From a static social media presence and outdated brand to a dynamic digital presence and a new modern look Pail re-branded this company from the inside out. Starting with a brand audit, brand workshop and in depth market research, we not only refreshed the look, feel and messaging but gave the GWM sales team tools to communicate and help them sell more malt and deepen relationships with their customers.
 
Through video, social media, innovative package design, every aspect of our solutions would strengthen the brand message estalblished in the foundation of our project.

Complete print communications overhaul

Website re-design, branding video and responsive web apps for product information


On-brand promotional items and a complete new photography library

New Brochure and Print Materials To Communicate Messaging 

New logo and image library


Internal signage that initiated brand governance and education with employees for the brand unveiling events in two locations


Annual print campaigns and creative for nine different brewing publications



On-site signage for Pocatello, Idaho and Vancouver, Washington plant locations.

Custom illustrated t-shirt and stickers for brewers and distillers

Presentation support and design for internal brand governance and Craft Brewing Conference trade show graphics

An example of one bag, front, back and sell-sheets


The Identity Preserved line of malt products for Great Western Malt. Illustration and packaging design. Illustrations by Scott Whitehouse.


The Brand Video

 

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