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Rebranding Ballast Point Brewing & Spirits
1. Ballast Point
Brewing & Spirits
Case Study
MiresBall
BrandDesign
619234 6631
miresball.com
Twitter:@miresball
2. MiresBall
BrandDesign
Staging the Brand for Growth
Our work for Ballast Point has laid the
groundwork for a regional, national and
international craft brewing and spirits
brand that truly knows no boundaries.
And is uniquely Dedicated to the Craft.
3. MiresBall
BrandDesign
Staging the Brand for Growth
What started as a small group of home brewers who simply wanted
to make a better beer, evolved into the adventurers known today
as Ballast Point. They live to add their own touch and ask if there’s
a better way. That freedom has allowed BP to reinterpret brewing.
And along the way seek to explore a brand that truly expressed
their vision: A master brand that would connect the synergy of
their home brewing stores, craft beer offerings and craft spirits line.
And ultimately open the door to a full range of immersive experiences,
from a new website crafted for mobile, 18 wheel rolling billboards,
a beer garden at Petco Park, a bayside restaurant and tasting room,
and now the construction of a new 100,000+ square-foot brewery.
4. MiresBall
BrandDesign
The San Diego craft beer pioneer needed a way
to differentiate itself in an increasingly crowded
market. Along with a new brand platform and
story, MiresBall created the tagline ‘Dedicated
to the Craft’ to communicate the brand’s
passion and personality.
Strategy
6. MiresBall
BrandDesign
$14B
Craft beer
annual sales
nationally
in 2013*
2X
Yearly growth
in sales the
year following
Ballast Point’s
rebrand
17%
Estimated craft
brewing sales
volume growth
in 2013*
Climbed 17 ranks from previous year’s
listing for Top 50 Craft Breweries*
Opening a new 100,000+ sq. foot
brewing facility, more than 4X capacity
Ballast Point Beer
*Source: Brewer’s Association, Boulder, CO. 2013
7. MiresBall
BrandDesign
The refreshed Ballast Point brand identity
incorporates a bolder typographic approach
for improved legibility and shelf presence,
while retaining the brand’s iconic elements
in an expanded system of visual assets.
The new identity unifies the growing family
of Ballast Point brands — beers, spirits and
the Home Brew Mart retail store — under
one corporate banner.
Visual Identity
19. MiresBall
BrandDesign
Despite San Diego’s reputation as a craft
beer mecca, Petco Park, home of the Padres,
had never featured a local brewery in the
high-traffic area normally reserved for big
beer brands. The Beer Garden by Ballast
Point sets the tone as a casual place to hang
out and sample a lineup of great beers.
The response was so overwhelming, their
new spirits and craft beer bar, The Draft,
launched Opening Day 2014.
Environmental
24. MiresBall
BrandDesign
Packaging
A favorite among local craft beer lovers,
Ballast Point was poised to break into national
markets, and eager to put their recent brand
refresh into action. MiresBall highlighted the
brewer’s signature fish illustrations and
angling-inspired beer names and refined the
brand voice with a clear focus on the process
and passion. The new labels, cartons and cans
create a billboard effect, and give audiences
a more potent taste of the dedication that
goes into every brew.
40. MiresBall
BrandDesign
Beer Awards
• 2014 World Beer Cup’s IPA
of the Year: Sculpin
• Great American Beer Festival
multiple wins
• 100+ Regional, national, and
international beer awards
Design Awards
• 2015 Graphis Design Annual
• 2014 American Package Design
• 2013 HOW International Design
• 2013 Press coverage in The DieLine, Under
Consideration, Oh Beautiful Beer, and more
Ballast Point Beer
“MiresBall are truly champions of our brand.
Their insight and design sense helped accelerate
our growing momentum.The new packaging
stands out… We get just as many comments on
the look of our bottles as what’s inside of them.”
Hilary Cocalis
Director of Marketing
Ballast Point Brewing & Spirits
Hilary@ballastpoint.com
41. MiresBall
BrandDesign
Ballast Point Beer
With a rapidly growing fan base, it was time
to create a mobile-optimized experience.
From backstory and stats, to awards and drink
recipes, the new responsive website was the
first for any craft distiller or brewer in San Diego.
Now visitors clock 2X
as much time per visit.
Over 60% of traffic now
connect via mobile or tablet.
42. MiresBall
BrandDesign
Digital
After a complete rebranding exercise for
Ballast Point, MiresBall created a fully
responsive web experience that featured an
innovative, fresh look designed to truly engage
its mobile fan base. Capturing everything from
their full family of beers to the extension of
a new spirits line, the site brought together
Ballast Point’s complete brand story in a
single, easy to navigate structure that can
accommodate the anticipated growth of
their offerings for years to come.