BACKGROUND
The business concept was simple—provide group tours and tastings of Houston’s growing brewery scene. A beer guru provided information on beer basics, city culture and Houston history. At each brewery, attendees got to drink fresh beer, meet the brewmasters and take tours of the facility.
CHALLENGE
Originally founded as “Houston Brewery Bus”, the company had plenty of local competitors. So, how to differentiate this brand from all others? The client’s ambitious vision for the company included private groups, offering distillery and winery tours, and expanding to other cities.
SOLUTION
We recommended that the business place a high priority on entertainment and customer experience. Rather than transportation and price, like many competitors. We also changed the name. Transitioning to “Fresh Tap Tours”, our client was no longer tied to city limits of Houston or a bus. The new brand directly reflected his original idea but also gave them the flexibility to grow.
A Sense of Adventure
It’s not about the beer, it’s about the experience.
We implemented a topographic pattern and other map imagery to instill a sense of adventures in guests, reminding them that there are still things to explore, even in their own city.
The tour guides were outfitted with functional uniforms that drew inspirations from those of park rangers and safari guides.
A Thoughtful Approach
We found subtle ways to reinforce the personality of the new brand in both the design language and the words we used.
Fresh Tap Tours