Anheuser-Busch InBev wanted to position their high-end business unit as a real player in the craft and high-end beer category.
We developed different creative territories, and I wrote brand names and stories that supported the division's mission and helped inform the logo design.
In Good Co. Story
We get you. We understand what you’ve put in to get you this far. Your dedication to your business. Your steep knowledge of the beer-making process. Your unwavering commitment to quality. Your insatiable appetite for new industry trends. Your never-ending quest to experiment with new flavors, ingredients and techniques to make innovative beers that are uniquely you.
We’ve got mad respect for what you do, and so do our partners. Because they’re just like you. They’re experts. They’re craftsmen. They’re inventors. And their love of beer runs just as deep.
And at the end of the day, isn’t that what matters most? Enjoying the beer with others. With comrades. With friends. With people who get you. If any of that resonates with you, then trust us, you’ll be in good company.
The Harmonious Order Story
Craft beer and jazz music. Both works of art. Both created in similar ways. First, you study the greats. In our case we looked to the monks – the early beer pioneers. Then, you absorb the fundamentals. And finally, you bear in mind what you’ve learned and explore your own style.
Once you’ve put in the time to learn, experiment, hone your voice, master your craft and develop the emotional depth needed, only then can you be considered a true great.
We are a collective of brewers whose backgrounds, creativity, curiosity, passion, technique and influences converge to create something special. Something no one has tasted before. Sure each of us is a little quirky, offbeat and seemingly off-key, but when we band together, it’s like a symphony for the beer lover’s soul.
We are the harmonious monks. We belong to The Harmonious Order.