Craft Beer Clan introduces brand identity to help Scottish brewers reach the lucrative Asian market

Scottish brewing initiative Craft Beer Clan, set up by JW Filshill to help Scottish brewers penetrate the lucrative Asian market, has worked with threebrand on its branding.

The Craft Beer Clan approached the Edinburgh-based creative agency with a brief to create a brand name and look that reflects Scotland and the ‘craft’ nature of its brewing.

Simon Hannah, chief executive at Craft Beer Clan of Scotland, explained: “We identified an opportunity to target Asia Pacific consumers who already love and buy Scotch whisky. It was important we appointed a passionate branding agency that really understood our quest to strike a chord with Asia Pacific consumers.”

The resulting brand identity has a strong character influenced by the rustic and artisan look and feel Scottish craft brewing dictates. The imagery used also reinforces the importance of Scottish resources and ingredients.

A website summarising the Clan’s quest has also been developed with introductions to those involved. The branding also features across social media, business cards, presentation materials and a traveling exhibition stand.

At present four breweries are involved in the initiative with plans afoot to target other areas including the USA, Canada, Scandinavia and Australia.