“This Ain’t No $#!@* Applebee’s” - One Well Brewing’s Brand Refresh

The Robot House Team, in Oklahoma City, have just completed the One Well Brewing, in Kalamazoo, Michigan, brand refresh. About a year ago, One Well approached the Robot House Team after meeting in-person at CBP Connects: Milwaukee, in June 2023, looking to do a massive brand overhaul. Due to usage rights end-terms with a previous designer and a bit of a Saturday morning cartoon aesthetic, One Well was needing to redesign their core labels, taproom, merchandise, website and everything else their current brand touched. As a family-friendly taproom with a restaurant and arcade, they were looking to mature the look without totally alienating the consumer base with a brand new style. In November of 2023, the Robot House Team visited the One Well Taproom for “product testing” and to get a feel for the overall environment. We spent several hours in their taproom, eating the best fried cauliflower, losing in foosball and darts, and playing each of the 50+ pinball machines in the One Well arcade. One Well was the first client to experience the reinvented Robot House process as part of our own internal, now-launched rebrand. We’d like to walk through what our process looks like and highlight each step as it pertained to One Well and where we landed with the entire refresh. Brett Grimes and Jennings Hammack represent 40% of Robot House, an Oklahoma City-based five-person team of creative thinkers, dreamers and doers who craft emotional brand stories with fresh, cool, award-winning design in collaboration with clients around the country. Specializing in brand development, packaging design and all things creative, the Robots are on a mission to find passionate people eager to build and explore a brave new world for their craft beer brand. Brett is an agency parter and serves as the Creative Director. Jennings serves as the Creative Strategist. Chris O'Neill is the owner, founder, and wizard of One Well Brewing. Alongside Chris, is Andrew McLean, One Well Brewing's Marketing Director. One Well Brewing is a one-of-a-kind family-friendly craft brewery in South Kalamazoo, with a taphouse, vegan-friendly restaurant and 50+ pinball machine arcade. With a "high fives over handshakes" philosophy, you're a friend from the moment you walk in the door. Join us in-person for CBP Connects Half workshop, half networking San Diego, CA | December 10-12, 2024 Grab your spot now at cbpconnects.com