FROM NOTHING TO NOTICED:

CREATING A STANDOUT BRAND FOR WILFUL BEER

WILFUL’S PROBLEM

When Todd and Andy decided to launch Wilful Beer, they had the skills to brew outstanding beer but nothing else to build on—no story, no identity, no visuals.

While Todd had a stellar reputation from his time running TQ Beer Works (one of the Southeast’s highest-rated breweries on Untappd), this was a new adventure.

They knew that to stand out in a competitive market, they needed more than great beer—they needed a bold brand that would set them apart and drive growth.

OUR SOLUTION

We took Todd and Andy through a comprehensive brand strategy and identity process to give Wilful Beer the foundations it needed to thrive:

  • Purpose & Positioning: We uncovered their “why” and created the mantra "It’s Craft, Not Daft"—a perfect reflection of their no-nonsense, high-quality approach.

  • Tone of Voice & Language: We developed the right words to connect with their audience, from local punters to trade accounts, ensuring every interaction reinforced their story.

  • Visual Identity: From cans to keg collars, bar mats to bar runners, we created a consistent, eye-catching identity that turns heads wherever Wilful Beer appears.

  • Marketing Techniques: We explored innovative ways to engage their audience, grow their local following, and build excitement online.

Wilful Beer - It's craft not daft - Logo Design - Brewery Branding
Wilful Beer - Tote Bag design - Brewery Branding
Wilful Beer - Hoodie design - Brewery Branding
Wilful Beer - Mini Keg design - Brewery Branding

THE RESULT

The impact of the new brand was immediate:

  • One new trade account signed up every week—even before the visual identity rolled out.

  • A growing presence across bars and venues, driven by a standout, consistent look.

  • A clear and memorable story that resonates with their audience and sets them apart.

TESTIMONIAL

“We are a newly formed microbrewery in the South-West and were looking for a branding specialist with experience in breweries and the hospitality trade. The Brand Weaver has exceeded our expectations—helping us refine our 'why,' avoid clichés, and create a bold, cohesive brand identity that has earned countless compliments. Within 8 weeks of launch, we gained 12 new trade accounts and saw renewed interest from past customers, thanks to the strategy and branding they developed. Their attention to detail, innovative ideas, and prompt support have been invaluable, and we can’t recommend them highly enough!”

Andy Wlliams - Co-Owner of Wilful Beer