Three 3’s Brewing Co
Xhilarate proudly introduces an AI propelled innovation, fermenting change at Three 3’s Brewery.
Three 3’s, a family-owned brewery in Hammonton, NJ, was bought by the Geller family in 2017. They realized that the name and logo didn’t match their vision, as it originated from the old address, 333 N. Washington St., now irrelevant post-relocation, though still part of the logo. Embracing change, the brewery aimed to enhance each beer’s appeal. They planned to use vibrant colors, modern fonts, and cutting-edge Generative AI illustrations, customizing visuals for every brew. This transformation promised a fresh, captivating experience for patrons, with lively colors, sleek typography, and innovative artwork tailored to each beer.
Services
- Brand Identity
- Brand Strategy
- Generative AI
- Illustrations
- Interior Design Consultation
- Look & Feel
- Package Design
- Print & Marketing Collateral
- Signage
- Swag
Engage
Three Cheers for Three 3’s
Crafting a triumphant identity wave infused with rich, threefold symbolism, depth, and profound meaning.
Through stakeholder interviews with owners, staff, distributors, retailers, and customers, alongside a thorough competitive audit of local, regional, and national craft beers, we gleaned valuable insights in our discovery process. These insights informed the creation of a positioning statement, brand archetypes, story, and target audience profiles, shaping a comprehensive creative brief for the rebrand. Following our analysis, we chose to retire the original logo, a hand with three fingers, in favor of a new design that embodies a fun, bold, and family-centered identity. The revamped logo features three number 3’s encircled by an interlocking wave graphic, with the Three 3’s name beneath. Positioned prominently on packaging and materials, it integrates seamlessly with the design system, offering versatility across merchandise, displays, and packaging. This rebranding effort transcended mere visual change, representing a holistic transformation echoing the brand’s ethos. The new logo, a product of meticulous design rooted in psychology and symbolism, captures the essence Three 3’s aims to convey.
Excite
The Gellers have released 217 beers, involving the entire team in naming them, often inspired by pop culture. Noteworthy names like Back To Reality, Bender Blender, Solstice, White Noiz, and P.B. & Cookies boast captivating hero images that excite and intrigue customers. We crafted label designs to align with beer names, sparking interest whether at the Three 3’s taproom, a bar, or home. To enhance creativity, Xhilarate incorporated Midjourney, an AI-technology tool, along with Adobe Photoshop and Illustrator, for developing and ideating illustrations. As early AI adopters, we realized its potential in bringing our vision to life and meeting client objectives. The Back To Reality label pays homage to Back to the Future with a futuristic theme, while the Pitter Patter label depicts a dramatic scene of a dog guarding a house. This fusion of art and AI elevates the beer experience. The label designs showcased a creative fusion of AI-generated illustrations with thematic beer names, enticing customers whether at the Three 3’s taproom, bars, or home. This artful blend elevated the overall beer experience. This artistic integration enhanced the brand’s storytelling, leaving a lasting impression that resonated with patrons, fostering a deeper connection with Three 3’s diverse range of brews.
Inspire
The cohesive and consistent look/feel of the brand translates incredibly well from packaging to on-premises beer taps and promotions to a range of Three 3’s merchandise. The rebrand will also serve as the catalyst for the planning and design of a new taproom. The immediate reaction has been very positive, with Three 3’s receiving considerable positive feedback from customers, liquor store managers, distribution partners and fellow breweries. Customers, liquor store managers, distribution partners, and breweries have lauded the rebrand’s seamless transition and impactful resonance. Excitement brews as Three 3’s prepares to unveil their upcoming taproom, envisioned to embody the rebrand’s spirit—a vibrant, inviting space that extends the brand’s cohesive aesthetic to offer patrons an immersive experience. This positive reception not only validates the rebrand’s success but also sets the stage for continued growth and elevated brand loyalty across diverse touchpoints.
From the overall logo design and accompanying iterations to the packaging design, Xhilarate killed it!
