beverage (beer) nomenclature archetype creative stimulus
TRANSCRIPT
Sample: Beer Nomenclature Archetype Ideation
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Category Development Naming
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Narratives & Linguistic Attribute Analysis
The purpose of this presentation is to create a contextualized system of nomenclature for category driven, beer brand concepts.
These systems, or ‘archetypes’ will incorporate the primary brand, descriptors, variants, identifiers and sub-brand elements of the beer concept nomenclature.
Intra-category, many of the descriptor candidates may be interchangeable with other brands.
Differentiation Dimensions: The Nomenclature Archetypes
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? ideation, discovery, nomenclature. the roadmap When reviewing this presentation, our objective is to identify beer brands and supporting nomenclature systems which align with the respective category designations. Within the category, you will find six favored brand identities with several descriptors each.
Intra-category, these descriptors can be interchanged to be used with brands that they do not reside under. We may also consider Out of Category descriptors which may function well in several different dimensions.
Our goal is to create nomenclature systems which maintain continuity with the messaging and positioning strategy.
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ideation, discovery, nomenclature. the roadmap
Royal CodexThe Empire Edition
Curated MacroBrew
Bolder
the brand
the taste identifier• experience• sensory• tactile quality
the defining descriptor• process designation• provenance designation
the primary descriptor
Brand Nomenclature
Archetype
Example
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Let’s think in context. What does the name sound like when we ask for it at a crowded bar? Are you empowered by asking for it by name? Scream it…whisper it. Can you laugh with it?
When we approach a name to articulate it’s sound, do we hesitate? Is it simple to embrace? Are we comfortable with the first time pronunciation? Is it sexy to know how to pronounce it when others don’t?
Is the name alluring, suggestive and inviting? And if you think this is not a relevant feature, let’s discuss. Provocation is intoxication and if the name is intoxicating,..
Place the name in multiple contexts. Ask for two, three, a six pack, a case, a dozen. Even a half pour. Or let’s drop a shot of Don Julio in it. …or just a sexy sip.
05 Does the name grant permission to indulge? Are you privileged? Is it a name that defines you and your choice of beer?
06 The name …Look at it. On your dining room table; in conversation with your boss, mother, lover, antagonist, dog (cat?), doctor, barrista or sommelier.
pronunciation
provocative
bar call plurality
empowerment
contextualization
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04ideation, discovery, nomenclature. the roadmap
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07 Utter the name…does it make me more relevant than before? Does it change anything I may want changed?.
08 Word structure…phonemes, morphemes, graphetics…bottom line….does the name look good and sound good?
09 Shorter names are better, they test well, but perceived shorter names are just as potent.
10 Is there a way to think of beer drinkers as successful? Cultured and classy? Or not? Why do you even need an image association? It’s beer. And who says classy is important?
11 ‘Beercation’? What is you definition of escapation? Where does your fantasy take you and does the name bring you there? Who comes along with you?
12 Are you an Alpha or Beta? Early adopter or always adopting? Do you run against the pack?
syllabic balance
brevity
relevance imagery
escape
damn different
ideation, discovery, nomenclature. the roadmap w
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• Zero (No) Alcohol• Low Alcohol• Special• Intense• Original• Natural • Better For You• Brew Nomenclature• Cross Category Archetypes
ZerØ – LØwNoä Loä
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Category Development Naming
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Key
In this presentation, our team at Brand Acumen has contextualized the many names we have reviewed in an effort to build a broader perspective of how the brands may be employed.
This is a sample slide entry which follows in this presentation.
For each category, we createda combination of core identities(brands) and descriptors (sub-brand and variants)
favorite name candidates from rounds one and two for this category
descriptors
brands
dimensions
A key to this presentation of naming architectures
iconographycategory title
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Oh!
FluencerTasteMasterVibeLevel Up
Zero Alcohol
Solos
True SuperCrispOn & OnBeyond ZeroEQ
Altimate
XSCut AboveBetterfitBondaire
Ecko
BequateTwinMateReach
Ziza
BalanceLevelNo LimitFree
Ovello
MaxxyHolobrewCompBare
PellaFreePlayRadZotVidaZero GameZonoEonTempo
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Zero AlcoholMaintain ControlActive Lifestyle
ZerØ
Ø
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Loh!
LocanoZephyrGroundswellXen
Low Alcohol
Eqono
IsoEvenParEquivale
Pella
ReplicaVersabrůëGoloLovos
UpTempo
Even-HandPropoUnisonLevel
Minia
Zero SumSenAFXTapTouch
Verro
CueTenorCutbackLevity
QeraStrataCorvusPriamMezzoBrioFlyteVu
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LØw
Low AlcoholModerationActive Lifestyle
brand
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No Alcohol Low Alcohol
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Noä Loä
ää Iconography presents cross-category branding opportunities
Oh! Loh! !
Low – No Alcohol Cross Category Brand
brand
brand
brand
brand
ZerØ LØw
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Octavo
Precision BrewedCraftStock ElitePeak PlatinumCurator’s Royal BrewPerfect Spec
Special
Axxiom
Alta VistaPinnacleDistinctionEminenceHerecles
Modus
Elitist ReserveAN79TrilliumMont VersaDefinity
Icono
PreeminentDignifiedStatus SupremeQuantum BoldPenthus
Quantym
X-AuthorityExquisiveDistinctionEsteemedTalos
Momentive
GravitasExcellusSplendeurExceptionePraxxis
ValliantRubiconProfundoPelorusArtisanSemperEvenityCiagaRoyal Asset
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brand
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Special IngredientsBetter QualityCrafted Longer
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SpecialSp
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UltiumUltaUltiusUlteumUltriumUltruUltimea
AltiusAltusAltesianAltaAltosAltian
Altium
brand name alternatives
brand name alternatives Optium
MaxxiumMilleniumVectiumQuantiumSuprium
suffix variants suffix variants
prefix variants
bran
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brandbrand
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SpecialDe
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EliteGold CrownExcelsiorCurated EditionCultured Imperial Mission
GrandiorDeluxorGolden IngotEmperiumLuxeusDeluxusAluxxeUltiniaFirst OrderSplendourGrandienceBullion ProofRare Earth Reserve
Royal Codexbrand
prime sub-brands
descriptive sub-brands
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Special – ‘Incubator Elite’Br
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Nom
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Prototype Brewery
• Extreme Select• Cutting Edge• Artisanal• Bespoke• Game Changers
• Vanguard• Leading Edge• Revolutionary• State-of-the Art• Elitist
“The Collection”
An incubator for the next wave of beers.
Disruptively Innovative UltraCraft Brews
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Elavite
Whole FarmEverwellRough HewnDayGrain
Holsum’s
RangeFreeGrain Fed LagerBrew Balance PhPasture Prime
RiverRoot
Line CuredFarmstandCoverCutBrew Trade
TableTop Farms
Blistered OakSunwashed CrispFair PlanetFarmstead
Yardwell
Grange TilledRaw HarvestPlough FieldGreat Golden
Benety
Farm ForwardGreat GrainRaw PressedCustom Cured
RawgrassTimberkegCobbler’s CutBudder BayRootwoodFreeCountryHopGarden
Natural PureNatural IngredientsUnprocessedNo Additives
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brand
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Zeniac
MaxxSycloneMaxxeUltraSpecBrewBold
Intense
Stronghoff
UgeExtreBrutisQuazar ForceCumulus
Agius
Deep BrewBrewboltMegaBrewBoldCraftExtrato
8th Element
KyronGrapheneHeadstrongGiga
Mastiq
VertexxQuantiumExtremityVanicusStrong Case
Ridge Raptor
DerechoHeliosGigantumVectürSynthor
CintoAgiusTitaniusBrewjackedMaxxionAltusFull Bore
RicherStrongerMore FlavorMore Bitterness
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Bia
the spirit of force, power, and bodily strength
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Thessalon
Intense
ThalassaThetamonThessorThaltusThoriusVessaThessarVessalon
• Titanium Proof• StrongArm• Quantix• Brewbolt• Maxxium• Nth• Exponential • Virtus• Athon• Outermost• Maximal• MacroCraft• Heroic
MagnaCraftGigaCraftExtremeCraftBigCraftHardCraftedDeep CraftRichCraft
brand
descriptor
brand name alternatives
descriptor name alternatives
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Retrospec
CaskCraftKnotty KegCustom CutPubPrint
Original
Antiqua
KegfieldRarecraftOlde ShaleHutton Ranch
Brewology
Manifest MashGristmillRoundtableDobbs Ferry
Old Gristmill
EmbossedAged StockVintage Dominion
Jacob’s Return
Frothmore’s CapBrewster WellTailor’s YieldBrew Growler
Kegtiller
Folk BriarHeritageRevivalVestige
Old VegasGildageMastermadeMonumentoHeirloomTavernessEnsigniaChestertonAdam Pickett’s
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Retro PackagingArchival RecipeTradition
brand
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CraftNote CraftStock• Custom Cured• TillMaster’s Blend• Counterbrew Classic• Camp Timberkeg
Premium• MashMaker’s Stock• FolkHouse Revival• BrewTrader's Pick• Barrel Baked• Brew Brother’s Only• PubSmith Crafted
• Kegkeeper’s Cut• Curious Class Reserve• Maltmaster’s Revenge• Long Edit Lager• Mill Tender’s Everbrew• Jackstraw Gold• SpinBrew Smooth• River Root Reserve• Taproom Tilled • City Stock Cellars
Original
brand brand
descriptor descriptor
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Mars Hill Root Ale
Original
Mars Hill – Nostalgic, yet a bit unknown.
Location: Distant, yet familiar
Mars: Color: Red
• Traditional• Of the earth• Woodsy• Hand Crafted• Natural
Color
Location
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Summerland
DraftWiseSun Baked HopsSteelCut OakbrewGrow Well Certified LagerRare Earth Blend
Better For You
Rivo
MadewellHaleCutter’sSunFitTableWise
FarmFit
Wellfield SelectNew Balance MaltHartRoot SourcedTableRock
Vynamic
Whole BalanceCharterfieldWalderfieldBotanical
Everfield
Bare Blended HopsAgeWell Hard PressedRecipe Fit
Bosa
BrewSpaSurefield’sEarthwiseGrain Crisp
SequellaAllinityAptivaQuartzArtesiaWindfarmWelleInfusentElixyrSensaMaax
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Low CarbLow CalorieFitHealthy Lifestyle
brand
desc
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23brands
Vitamin Beer
ImmuneDefense
BrainBeer(Choline, Ginko,
DHA)
Better For You Low CarbLow CalorieFitHealthy Lifestyle
VyteVita
VitimaNutraminNutrimin
SensoriFountainheadGray Matter
SavantEinstein
PretectVibra
SheeldTouché
Veo
NutraBrew WellBrewSmartBrew
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‘Brew’ Nomenclature De
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Bran
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Mod
ifiers
UltraBrewMacroBrew Infinite BrewWide Brew
BrewMaster’sBatchmeister’sBiermaiden’sBrewbaker’s
Stockhand’sMashMakerKegTillerBrew Baron’s
Personality Brand Identifiers
Brew Type Brand Identifiers
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Cross Category Thematic Variant Sub-Architecture
Inside Brew Outside Brew
Farm Brew Raw BrewVital Brew
Market Brew Root Brew
Refined Cultivated Whole WorldRestored
Nom
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Naked
MacroCraft ActivCraft Botanical Craft Restoration Craft
MacroBrew ActivBrew Botanical Brew Restoration Brew
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nakedNa
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Naked HopsRaw Naked BrewNaked Root FarmsNaked Planet Blonde Naked NaykedClean NakedBrewNaked
descriptors
Super Crisp. This is a beer with nothing to hide
Exploration of Variant Nomenclature
Super Crisp.
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Sample: Beer Nomenclature Ideation Concept Cue Differentiators
Lucky Bucket Pre-Prohibition Style Lager. Pre-Prohibition style salutes a time when lagers had greater character and more distinct flavor, when beer wasn't full of the additives found in many of today's mainstream lagers.
Lucky Bucket's version has a light, malty flavor that's easy on the palate. Filtered twice, the subtle maltiness nicely balances a floral hop. Dry-hopped with a fresh blend of aromatic West Coast hops, Lucky Bucket Lager is a great session beer.
more original – retro packaging
more original – retro packaging
retro.sentimental.inviting.
Hallertau extra strength beer is heroic in taste, strength and bursting with personality, a cast of Hallertau Heroes were created to characterize each beer.
The brand draws its essence from the ‘liveliness’ of the hop. It’s tradition with a twist.
more intense – richer, stronger, bittermore originaliconic.nordic. mythological.heritage.
more variety
easy to drink. gratifying.custom flavor.
more natural - unprocessed
Omission—the first craft beer brand in the U.S. focused exclusively on brewing great tasting beer with traditional beer ingredients—including malted barley—specially crafted to remove gluten.
restorative.better for you.virtuous.
more original
This fictional brand is named We the People, drawing inspiration from the historic documents on which our nation is founded on.
The labels on each bottle pay tribute to a different document. Similar to how these documents are displayed in the National Archives in Washington DC, the packaging is meant to be utilized as a display case.
commemorated.archival.historical.
Brazil’s beer market. It’s the dawning of the “Cervejaria República”.
The Wheat, representing beer.
The Republic, representing Brazil’s old republic period.
Brazilian Style, representing the needs of defining and discussing the dawn of a legitimate Brazilian brewing school.
more original
brazilian. legacy.the old republic.
ZEGE is Dutch for victory. This premium Belgian beer was made to reminisce King Leopold's triumph.
The labels were designed to resemble a medal and the bottle adds a strong and elegant look to the brand.
The labels were printed in cotton and sewed to hold it together. The wax seals were 3d printed using resin as the material.
more special
artisanal.regal. old world. tradition.
more special
Samuel Adams' Utopias is America's most expensive beer. Released every two years, each batch is aged in sherry, brandy, cognac, bourbon, and scotch casks for up to 18 years.
elevate the occasion. opulent.indulgent.
Crown Ambassador Reserve. Aged in French oak barrels for 12 months and packaged in a champagne bottle, Crown pitches Ambassador as an alternative to wine.
more special
refined. defined. status. sophistication.
Pabst Blue Ribbon is one of the cheapest beers you can buy. But in China, it is the Mercedes Benz of Beers.
At $44 per bottle, Chinese PBR costs 44 times more than what's sold stateside.
PBR 1844 is made from German caramel malts, is aged in uncharred American whiskey barrels, and comes in a fancy glass bottle designed to compete with higher end wines and brandies.
more special
…hyper glocalization with a twist of nostalgia
more special with a talemore variety
This Ancient Ales Series.
This sweet, yet dry beer is made with ingredients found in 2,700-year-old drinking vessels from the tomb of King Midas.
Somewhere between beer, wine and mead, Midas will please the chardonnay and beer drinker alike.
mystical.magical.sweet, yet exotic.
a revolutionary taste experience.
Lugene Chocolate Milk Stout. Their recipe is brewed milk sugar and milk chocolate, alongside roasted malt with hints of vanilla. The rich flavor and creamy mouthfeel creates a beer that is reminiscent of a glass of chocolate milk.
Cheers to childhood memories!
more variety
rich.childlike.rewarding.satisfying.
more variety
This decadent twist on a robust porter packs rich layers of smooth peanut butter and dark chocolate flavors. The lingering, slightly dry finish is sure to keep you going back for the next sip. Today, it turns out you really can have your dessert…and drink it too.
decadent.dreamy.worth the wait.secretive.
