Virtual PR and content agency, Aubergine, has partnered with ecommerce and marketing consultancy Ventorq to launch start-up craft brewery and e-commerce platform, Amity Brew Co.
The agencies collaborated to produce cohesive Branding, Design, PR and Social which has seen the brewery, headed by a team formerly of BrewDog, BeerHawk and Buxton brewery, sell out their first batch of beer within 48 hours.
Amity Brew Co originally was due to launch in autumn 2020 with the opening of a brewery and taproom in the historic setting of Sunny Bank Mills in Leeds but in the light of C-19 the opportunity to build links with the local community through e-commerce brought the launch forward by four months.
Aubergine co-founder, Verity Clarke, said: “We are a virtual agency which makes use of a network of homeworking freelancers so when C-19 hit we were able to move quickly to react to the ever-changing landscape. The meaning of the word Amity is community and friendship so we have built on this by engaging dialogue with the local and beer community about the launch. We gained 1,000 Insta followers within the first week so it has certainly hit a note with people who were desperate to hear a positive story in all the doom and gloom of lockdown.”
Ventorq Designer Tom Matthews said: “Amity Brew Co take beloved traditional beer styles and bring them into the modern era, so the branding had to involve a mix of old and new, traditional and modern, to champion this ethos. The logo uses a friendly and almost nostalgic cursive font and the supportive text is a modern san serif font to create a clean and easily legible accompaniment. The logo is tilted upwards and forwards as a sign of progression and growth. Each beer has its own identity, formed by colour and shape.”
Co-Founder of Amity Brew Co, Richard Degnan, said: “To open a hospitality business at a time when many are struggling and sadly closing was an enormous risk for us but it also felt like the right time too. We prioritised our e-commerce launch which has proven very successful so far. Aubergine and Ventorq were natural partners for us, they adapted quickly to shout about our launch and build excitement within the community.”