Highland Brewing is “an original” craft brewery located in Asheville, NC – founded in 1995 by Oscar Wong. When I moved to Asheville and having becomes a big fan of the Highland Gaelic Ale, I decided to contact president Leah Wong Ashburn for a quaff and chat about branding. Ms. Wong, I learned, was way ahead of me with a re-brand underway, using a shop in TX she had met at a beer tradeshow.
I’ve seen a little bit of the work – the grand reveal is at the brewery this Friday – and the brand shop and Highland team seem to have hit on all cylinders.
Disclosure: I am a brand strategist who makes paper, not pictures. I deliver an organizing principle for product, experience and messaging. As such, I’m always eager to hear the paper strategy. In the case of Highland the claim seems to be “Pioneers in Craft.” Nice. The phrase doesn’t say “craft beer,” it says “craft.” Love the nuance. Craft extends way beyond beer making. So it opens more doors for the brand planks – the proof areas that deliver on the promise.
Not being privy to the Highland brand strategy, I’ll have to do some digging to uncover the brand planks. Can you say fatty liver? JKJK.
One minor for me was the mark or logo. Using a compass and letter “H” lacked a little local mountain flourish. Logos are hard. This one is strong and professional… I’ll get used to it.
Bravo Highland. Good stuff. Can’t wait to see more.
Peace.
