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branding

By Eric Johnson 350 Brewing, Tinley Park, IL

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The Power of Space, Branding of Place

Space and place influence us. We are all sensory beings. Light, color, shapes, noise and movement all contribute to our instinctive "feel" for a place. And, impact the tasting experience. Let's say your brew portfolio, graphics, packaging, signage and other branding tools are sharp and consistent. What about your taproom? That space, and how it is designed, is a great opportunity for expression of your brand identity. My career has been brand execution in its physical, tangible sense. Lots of retail and restaurant environment experience, including design and specification work. I can't help but approach taproom experiences through those same trained and biased eyes.

With first impressions, you only get one chance

First impressions‌ one chance When visiting a brewery, first impressions begin at the front door. What does the building look like? Is it attractive? Distinctive? Inviting? How is the signage done? All signal what's inside.

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CRAFT BRAND AND MARKETING

JANUARY/FEBRUARY 2018

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