Natural Branding & Intelligent Design

Offshore Brewery’s offering gets creative.

Leatherback Brewing Co.

St. Croix, USVI

Craft breweries are everywhere, it seems, but the one place they were not, was on the U.S. Virgin Island of St. Croix…until now.

A group of enthusiastic partners planned to launch a completely custom craft brewing experience in St. Croix, a place where—due to outrageous import tariffs—locals and tourists are thirsty for quality. As an icon for the region, the traveling majestic leatherback tortoise is the perfect symbol, always returning to the island beaches. As a brand in the food and beverage vertical however, the connotation of leather is only a little less appetizing than the image of a back and together, Dermochelys coriacea (the leatherback turtle) is perhaps the least attractive of all ocean dwelling tortoises.

Still, in an ambitions branding exercise that included hand-drawn art, VFC developed an iconic glyph that connotes strength and permanence and specified island colors composed in a dynamic pose with water and wheat that communicates a fun experience. As a startup on a remote island, Leatherback Brewing Company endures challenges mainland operations do not, but they do enjoy a consistent, professional and compelling identity and that’s always a good start.

Elements

Strategic Planning
Corporate Identity System
Brand Standards
Sales & Marketing Collateral
Packaging & POP
Illustration
Fleet Graphics
Exterior & Environmental Design
Apparel & Premiums
Website
Public Relations & Copywriting
Operational Support
Social Media Management
Social Campaigns

Everyone loves the first independently brewed and independently designed craft cans on St. Croix!

The completely original craft beer brand supported by consistency and professionalism owns an authentic island personality. VFC reviewed the plans, understood the client’s requirements and conceptualized the entire Leatherback Brewing Company experience including the exterior and interior design, packaging and sales support. Overlooking a beach, Leatherback Brewing inspired VFC to pull colors and art from nature, developing a low-key, laid-back sensibility.

When you have an exciting brand, consumers want to be a part of it and integrating thoughtful brand instances into the overall strategy creates good will with the customer and brand exposure over time.

”Starting any business on an island presents a unique set of challenges, but VFC was a perfect creative partner for understanding and synthesizing the vision of multiple partners into a winning brand with consistent marketing praise from the targeted customers.
Aaron HutchinsManaging Partner