Common John | Branding, Interactive, & Packaging Design Case Study

Good Beer Made By Honest Folks. We’ll Cheers to That.

Common John Brewing Co. is the latest, greatest brewery to grace Tennessee and the craft beer community with their presence. Opening a warm and welcoming taproom in Manchester, TN in 2020, Common John came to Proof looking for a partner to better define CJ’s brand message, image, and products. Our work involved refining and defining the brewery’s logo visual and identity, developing comprehensive brand standards and guidelines, naming and designing all core flagship beers and associated packaging, tap-handles, and marketing materials. We rolled up our sleeves, poured a cold beer, and got to work.

HOW WE HELPED

Many beers were consumed in the development of this brand. Call it research. Call it creative fuel. We partnered closely with the CJ team first to understand what makes them tick – we developed a compelling narrative and brand message for the brewery, defined clear and comprehensive brand standards for the logo and visual identity, named and designed all flagship beers and cans/packaging, and equipped Common John with sales and marketing materials including tap-handle designs and sell-sheets to ensure positive long-term growth in sales and distribution. This project was one of our most enjoyable yet. Oh, and by the way, the beer’s pretty damn good, too!

Scope

– NAMING & BRAND STRATEGY
– BRAND STANDARDS
– MESSAGING & COPYWRITING
– PROMOTIONAL MATERIALS
– LABELS & PACKAGING

“When looking for a company to help elevate the branding of our craft brewery in planning, it was our top priority to have a good connection. We clicked with Matt and the creative team at Proof right from the start. The process was well structured and very efficient. When their team set deadlines, they were always on time or ahead of schedule. I would highly recommend the Proof team, and we look forward to continued work with them in the future.”

— LeBron Haggard, Owner & Brewmaster

BRAND STANDARDS & GUIDELINES

BRAND IDENTITY & ESSENCE

01 WE BUILD COMMUNITY

Common John brings good beer and good people together, believing that there’s nothing greater than gathering over a tasty brew. We support our local community and (always) have a good time.

02 WE Are committed To quality

Common John beers have been formulated, refined, and perfected for years to ensure we’re serving the best possible brew consistently and with confidence.

03 WE ARE PROUDLY INDEPENDENT

We make our own rules, pave our own way, and make delicious, highly drinkable beer. We’re proud of our roots in the local community and are driven to convert skeptics into believers throughout the beer drinking market.

04 WE HAVE (A LOT) OF FUN

We have fun brewing (and drinking) great beer. Common John bring people together, encourages lively conversation, and commits to skillful, friendly service to enhance your experience, one delicious brew at a time.

Experiential. Friendly. Craftsman. Authentic. Accessible. Humble. Genuine. Charitable. Local. Comfortable. Entertaining. Communal. Innovative. Lively. Blue Collar. Family. Relatable. Hardworking. Creative.

EXTENDING THE BRAND

BEER PACKAGING

For the love of craft

Working collaboratively with the Common John crew, we went through extensive research and naming development for each of the Common John flagship brews. Names like “Deeper Purpose”, “Universal Sound”, and “Blessing in Disguise” speak to the warm, relatable family spirit of the brand, while hitting blue-collar, salt-of-the-earth notes that resonate strongly with the local community. As names were developed, so was the overall creative direction for each beer, maintaining a bold and memorable look while also feeling comfortable, inviting and enticing you to crack open just one more cold one. We won’t judge.