Compadre Craft Beer
Friendships crafted with beer
WHAT WE DID
Creative Direction: Deane Miguel & Kookie Santos
Lead Strategy: Karina Abola
Lead Design: Paolo Geronimo & Kookie Santos
Craft beer has always had quite a niche market, with no local brewery truly making a dent in the craft beer space. Seldom do you see craft beer as a go-to for the common beer drinker. With this in mind, Compadre Craft was set on making craft beer more accessible and desirable for a wider market because everyone truly deserves good beer.
What we needed was to build a brand that did not discriminate. We got down to the nitty-gritty by getting to know the market better, studying the industry, and even tasting various kinds of beer. What drove a bulk of our strategy was understanding why people drank beer. It’s the kind of drink that brings people together—new and old friends alike. That’s what struck a chord with us. The very essence of what beer is as a drink: a catalyst for friendship.
The idea of friendship was at the root of our brand strategy and creative direction, which shaped every single facet of the brand down to the brand name Compadre and its beer variants: Real Deal, Bitter Truth, Wise Advice, and Dark Secret. Our brand system also touched heavily on the packaging which we made sure looked as good as the company you keep.
We realized that beer tastes better in good company. Beer being the drink for inside jokes, shared secrets, and memories you’d rather forget.
Each bottle was designed to the detail, highlighting each of the beer variety’s individual complexity, all while forming an overall cohesive look and feel.
“Serious Studio made our vision come alive. They took our craft and passion for beer and turned it into a brand that resonates with everyone.”
— RAJ SADHWANI