Farmer Willie's Branding Process

FARMER WILLIE’SALCOHOLIC GINGER BEER

REBRANDING

WHAT IS FARMER WILLIE’S?

HOW DID FARMER WILLIE’S START?

Farmer Willie’s is a delicious, gluten-free, alcoholic ginger beer (4.5% ABV) based on goat farmer Willie Fenichel’s homemade recipe. Farmer Willie started making his Truro-famous alcoholic ginger beer as a hobby in 2008. The fresh pine air his growing herd of goats inspired him to refine his recipe until people were popping up from all over to try his concoction. Suddenly an idea was born - let’s bring ginger with soul to the world.

OUR MISSION

Farmer Willie’s mission is to create a craft product for the non-traditional craft drinker. The light, crisp, and carbonated taste of ginger and lemon makes Farmer Willie’s a drink for anyone, anywhere - especially those who are not traditional beer fans. Created on a humble farm, our drink is homemade in small batches with natural ingrediens with the sole aim of pleasing your palate.


SECRET RECIPE

Farmer Willie has been brewing his alcoholic ginger beer since 2008. It comes from Willie’s own tried-and-tested recipe that took him years to perfect. Talk about one dedicated man.

IT’S ALL NATURAL, BABY

Sit back and enjoy as Farmer Willie’s is madewith all natural, locally sourced ingredients, inspired by Willie’s goat farm on Cape Cod.

THE SOUL OF GINGER BEER

Ginger, lemon, yeast, sugar, and water dancein a beautiful synergy to form farmer Willie’s alcoholic ginger beer. Delicious, all natural, and gluten-free. Ginger: delicious taste and fantastic for your digestive system: the ultimate superfood! Lemon: who doesn’t love the refreshing zing of citrus? Yeast & Sugar: the holy grail of biological functions: fermantaion. Serve with a slice of orange. Serve on Ice. Made from Farmer Willie’s secret recipe, Farmer Willie’s Alcoholic Ginger Beer combines a perfect blend of ginger, lemon, natural sugars, and American ale yeast. O.G. - 1.030; ABV - 4.5%; All Natural; Gluten-Free

GLUTEN-FREE

Gluten can cause your immune system tostart fighting itself in your stomach. However, unlike regular beer, Farmer Willie’s isgluten-free. so sit back and relax.

SMELL ME

We think one of the best things about Farmer Willie’s is the smell. So take a good long sniff! Mmmm the fresh zesty smell of the Cape.


2013: Max enters the scene when he meets Nico at Brown University. Willie develops his sister’s favorite, Rose Alcoholic Ginger Beer.

2014: Farmer Willie’s Inc. - the dreambecomes reality! Neil Quigley joins Farmer Willie’s as Head Brewer, and the whole Farmer Willie’s crew starts on one crazy (ad)venture.

2014: Farmer Willie’s receives its federal permit and launches its website.

THE STORY

2008: Still in Watertown, MA, Willie begins tobrew his alcoholic ginger beer recipe, seemingly out of the clear, blue sky - like all fateful events.

2009: The first goats arrive! Clara, Mimi and Spoof.

2009: Farmer Willie moves to Truro, CapeCod with his family to start a small goat farm.

2010: The first label for Farmer Willie’sAlcoholic Ginger Beer is designed.

2011: Future Co-CEO Nico meets Willie andfamily on the volleyball court at Long Nook beach on the Cape. Willie works on a delicious Lavender Alcoholic Ginger Beer.

2011: Matilda and Ramona are born, the firstgoats born at Willie’s farm.

2012: Farmer Willie’s alcoholic ginger beerbecomes a staple at the Long Nook beach volleyball court.


Lemon & Ginger Mojito Ingredients: 4 slicesof lemon, .5 oz simple syrup, mint, 1 tsp of ginger powder and Farmer Willie’s Alcoholic Ginger Beer. Muddle simple syrup and lemon. Add mint and gently bruise to release flavor. Top of with Farmer Willie’s Alcoholic Ginger Beer and ginger powder. Serve over ice in a Collins glass. Garnish with a lemon slice. For an extra kick add 1 oz of white rum.

MIXOLOGY

Darl & Stormy Ingredients: 2 oz GoslingBlack Seal Rum and Farmer Willies Alcoholic Ginger Beer. Pour Farmer WIllie’s Alcoholic Ginger Beer over ice and float rum on top. Serve in a pint glass and garnish with a slice of lime.

Gingerly Ingredients: 2 oz of pear puree, 2 ozof Zubrowka vodka, 2 oz of apple juice, and Farmer Willie’s Alcoholic Ginger Beer. Shake puree, vodka, and juice, strain into a Collins glass over ice and top off with Farmer WIllies Alcoholic Ginger Beer. Garnish with a dash of ginger powder.

Ginger Willie Ingredients: 1.24 oz ofCointreau, 1.25 oz of Stoli Orange vodka, .5 oz of fresh lime juice, and Farmer Willie’s Alcoholic Ginger Beer. Shake Cointreau, Stoli Orange, and Lime juice over ice. Strain into a cocktail glass and top off with Farmer Willie’s Alcoholic Ginger Beer. Garnish with a lemon twist.


HOLD ON, WE’RE COMING SOON

Currently, Farmer Willie’s cannot be sold commercially as we are still making our way through the labyrinthine licensing process. We are hoping to be ready to launch in bars, restaurants and liquor stores in Cape Cod by May. We will update this page as soon as we are being sold anywhere, but in the meantime why not sign up to our newsletter so you can be the first to know where to taste the delicious, gluten-free, ginger nectar that is the one and only Farmer Willie’s.

A HISTORY LESSON FROM NICO

In the mid 1700’s, those snaggle toothed fiends over the pond (the English) would churn out alcoholic ginger beer like nobody was taxing. Using 5 simple ingredients as a base- Ginger, Water, Sugar, Lemon, and Yeast- the original brewers would fill stone bottles with their beautiful conconcotion.

The Brits would sometimes create ginger beers with alcohol levels up to 11%. As hundreds of years past, alcoholic ginger beer went the way of the Rolling Stones- it took over Britain, the U.S, Canada, and Ireland. Then something evil happened.... despite its lore and widespread popularity ginger beer faded from the scene.

But now its back. You’re welcome America.

Farmer Willie’s Alcoholic Ginger Beer: Using the ole recipes with a little twist. 4.5% Alcohol, Low Calorie, Gluten Free, and made with a goat farmer’s love- coming soon to a Boston area bar near you.

QUESTIONS

WHO WOULD BUY THIS?

People who...• have celiac disease• are health-conscience • want to be hip• don’t like beer• like ginger beer• want a new summer drink• like to try non-traditional beers

WHAT ARE THE IMPORTANT ASPECTS OF YOUR BRAND?

• different than what is out there• fun story• gluten-free• local, natural

IS THIS A NEED OR WANT?

Are you going to focus your target marketon those who need this? Whether that is for health reasons, or because they don’t like beer.They may want to fit in and feel like they are drinking a standard beer without actually having one. OR are you trying to target to people who would just plainly like this different type of beer but don’t necessarily need it?

SHOULD THE LOGO OR PACKAGE TELL THE STORY?

It will be good to try to different approaches tothis. One where Farmer Willie’s logo is simple, and nicely typeset, with the packaging being the place for Farmer Willie himself, and one where Farmer Willie is the logo.

WHAT DO STANDARD BEERS LOOK LIKE?

WHAT DO CRAFT BEERS LOOK LIKE?

WHAT DO CIDERS LOOK LIKE?

WHAT DO GLUTEN-FREE PACKAGES LOOK LIKE?

OLD BLUE FORD TRUCK

• natural, farm-fresh• authentic, yet quirky style

APPLE PICKING

• local• healthy activity• social

ALCOHOLIC GINGER BEER

• well of course, that’s the product!

SURFBOARD

• fun• loose• close to nature

CAROLINA DOG

• traditional household pet, but a non-traditional breed• wild dog, made domestic (natural ginger made into alcohol)

INFINITY ZEROGRAVITY CHAIR

• great outdoors• comfortable/home-like• has health benefits as well although that is not important for some/most users• non-traditional outdoor chair• relaxing

BRAND DRIVER

deliciousyummyscrumptiousmouth-wateringgluten-freeveganvegetarianceliac diseasehealthyconsciousawarealcoholicdrunkhappyescapesugargingerlemonvegetableearthycrunchybeerdarklightciderfarmanimals

goatspigslocalcape codsoulheartcraftnon-traditionalfunkysillyhipsterwomenyounghipmenbuzzlightcrispcarbonatedtingleburnthroatwarmthrelaxhumblesummerbeach

naturalpleasurebrewingfreshzestsynergyrefreshingorangeamericanstorynarrativehumordudebarsrestaurantsspecialbeardsmustachebostonsmallfun-sizedpersonalityvolleyballenvironmentcomfortgoofy

WORD LIST

INITIAL CONCEPTS





FACE OPTIONS

FINAL FACE OPTIONS

TYPE OPTIONS

FINAL LOGO

Documents

Farmer Willie's Branding Process