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.