The Branding of Beer Science

GigaYeast produces professional-grade liquid yeast and bacteria for Craft Brewers of every size all over the world. In addition to creating custom ingredients, they also consult with brewers on the chemistry and fermentation process of beer.

Their science team isolates yeast cultures on Petri dishes and grows them in steel tanks, with an eye toward creating something unique. They live to brew beer. While biking the trails in the Santa Cruz Mountains, founder Jim Withee, brings sterile containers, and forceps. Using surgical gloves, he gathers leaves and berries seeking unique strains for yeast.

Comprised mainly of scientists and chemists, the Gigayeast team needed help to create a new brand. We worked with the companies founder to understand the science of beer making and their business. Using the Zooka 3Ps methodology we were able to create a shared understanding of the company brand pillars, brand personality, and brand promise.

By clearly defining the brand’s core elements, in a way that the science team and designers could understand, everyone involved had a shared understanding of what the brand should look like.

The Zooka 3Ps™ Branding Process

Through a series of workshops and exercises, we work with stakeholders to explore your Pillars, Personality, and Promise.

Audience Analysis

We start with a workshop where we understand the needs and desires of your customer

Competitor Analysis

It is important to understand how your competitors position themselves – this ensures you can be unique and different

Pillars, Personality, & Promise (3Ps™)

The Core of our Methodology involves defining the brand values (pillars) and personality of your brand. This is more than that what and how of your company but WHY people should join your tribe. This culminates in a brand promise


Armed with a shared understanding of the 3Ps, we can proceed with the design

The Logo

The Gigayeasta logo combines elements of science, an abstraction of fermentation containers, along with the color and effervescent quality of beer. The geometric G in the center is growing out of the Y-shaped brewing container. Precise angles and line weight reinforce the precision and scientific values of the brand.

Other Services

Zooka provides a complete set of integrated services to help brands drive awareness and sales. We combine strategy and creativity in a data-driven approach that generates amazing results.