Background

Kinsmen Brewing Company began as an idea by two beer-loving brothers-in-law originally from Pennsylvania. One, a master brewer, and the other were sitting in a living room on a Sunday afternoon guzzling home-brewed beer and solving the world’s problems. At one point, they said to themselves, ‘this has been a great experience, why can’t we bring this exact same feeling – and craft-brewed beer – to other people.

Hence, began the idea of Kinsmen Brewing Company – a Brewing Company and Tap Room to be located in Central Connecticut.

When they came to Signature Brand Factory, they needed almost anything other than their name. We spent much time with them over several months including participating with them in one of Signature’s “Brand Start Up Sessions.” We ended up identifying the core values of “Social Authenticity,” “Serendipity, Intrigue, Mysterious,” and most critically “A Place for Me.”

Signature then went to work creating a logo, beer bottle labels, beer spout labels and all other signage needed for the brewery. Concurrently, we put together an introductory marketing plan which included a teaser campaign, traditional and digital advertising, and a bagpiper “ambush” in selected area locations to build interest and impact around the opening..