The BREW Process
Strategy first, design second — always in that order. One connected process for food & drink founders taking their brand to new markets: Brand strategy, Routes, Expression, World-Ready.
B — Brand strategy
The foundation everything else is built on — positioning from 20 years of making these calls inside real CPG businesses, not from a template. It starts with a Brand Discovery Workshop, then defines who you are, who it's for, and why you win in your category.
Includes:
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competitor landscape analysis
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target audience definition
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vision, mission and purpose
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a brand positioning statement
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messaging framework with key topics
Output: a complete brand strategy that forms the foundation of all creative work.
R — Routes
Three creative routes, explored as moodboards — so design starts from strategy, not guesswork. We lock one direction and translate it into a design brief anyone with design skills can build on.
Includes:
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3 strategic brand territories
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1 chosen creative direction
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a design brief — strategic recap, do-and-don't guidance for typography, colour, imagery and packaging (each tied back to the strategy), distinctive-asset direction, and the signed-off direction
Output: an agreed creative direction and a design brief that keeps every design decision anchored to strategy — buildable by us in Expression, or by any capable designer.
E — Expression
Your brand made visible and unmistakable — a distinctive identity elements that hold up across packaging, digital, retail and communication. A brand is not a logo; it is a memory structure helping people recognise, navigate and choose. Six elements, designed to work together.
Includes:
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logo and logo family
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colour system
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typography system
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words and tone of voice
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shapes and grids
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imagery and photography directions
+ plus mockups and examples.
Output: a solid, sound brand identity system ready for real-world application.
W — World-Ready
Your brand ready to travel — and stay consistent once it does.
The materials to win the room, wherever the opportunity is. Everything organised as a system your own team can run and manage — across markets, vendors, internal teams and external partners — without coming back for every new asset.
Includes:
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a table-ready master packaging model, with exact updates where needed
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a pitch and sell-in deck for a priority market
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digital communication templates, so your team never starts from scratch — and always finishes on brand
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benefit and messaging language shaped for how your brand looks, sounds and sells abroad
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a line sheet
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a structured brand system your team can run, supported by clear brand guidelines
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all final assets and working files, with full rights to use
Output: A branding stucture ready to face national and international distributors, retailers and partners — backed by a system your team can run consistently across markets, without rebuilding the brand every time a new need appears.
Timing
The full B-R-E-W process runs over about 6 weeks.
Every stage includes 2 rounds of changes.
1 real brand transformtion.