The ReBranding Process of TreeHouse Craft Beer

Who and Where?

TreeHouse Brewing Company started in a red barn near the Pioneer Valley in Monson, Massachusetts. Their business was expanding and they became a household name in the New England area. Shortly after, they moved their retail shop to Charlton, Massachusetts to keep up the high demand for craft beer.

Challenges Of The Old TreeHouse:

The biggest challenge was how I could connect the name tree house to craft beer. When people think of tree house, they think about something from their childhood. My goal was to fit the company name to their personality and relate it to craft beer.

Another challenge was coming up with a value proposition for the brand. My goal was to set my brewery apart from the rest of the other breweries in New England. It took me many tries to come up with the perfect value proposition and I needed to figure out the key selling points about the brewery.

Research

Who goes to TreeHouse?

At first, my target audience was millennials and my goal was why they should choose Tree House beers. Later on, I expanded my target audience to people who enjoy hand on activities and the outdoors.

Limitations & Affordances of TreeHouse

No Value Proposition
Little SEO

Affordances

Creating a value proposition that relates to the personality of the company.
Creating new hashtags that will improve the company.

The Rebranding Process

Logo

It took me many tries to come up with a new look for the logo. I tried to change the name of TreeHouse to Brew House, but kept the original name because Brew House didn’t fit the personality of the brand. The final design was a huge improvement from the old logo because the old logo looked too childish, the new logo was more elegant and fit the age range of the demographic.

Packaging Besign

The new packaging design was also included in the rebranding project. This design is a huge improvement from the old packaging design and is more appealing and is heavily decorated because of its imagery. The information on the product was still important as the decoration because this information will persuade the consumer to buy this product.

The Three Important Parts of Information about the Product

The Flavor
The Logo
The percentage of the content

Value Proposition

The Value Proposition was to express the idea of wisdom and knowledge. Treehouse is a brewery that uses an old fashion technique to brew their beers and don’t believe that new high-end technology for brewing beer is the best way to go. Their knowledge comes from years of research about brewing beers. The wisdom comes from the years of mastering the technique of crafting beer.

SEO

Treehouse had social media accounts, but was lacking keywords for their SEO. I took the time to come up with hashtags and keywords to help improve their SEO on their social media accounts and grow their business.

Ex:

#wisdom&knowledge

My Final Thoughts on The Process

The rebranding process of TreeHouse Brewing Company was a challenge, but a great learning experience. The process of rebranding and creating a whole new package design is a lot of work, but the final result can be worth it.