Origin Malt
Role
Visual Identity Designer
Web Designer
Photography Staging
Illustrator
Studio
ZoCo Design
Services
Brand Positioning
User Research
Identity Development
Custom Photography
Illustration
Web Design
Collaborators
Andrew Bromwell
Ryan Wilson
Media Machine
Based in the heart of Ohio, with farming partners throughout the Great Lakes region, Origin Malt is bringing the art of growing and malting barley within shouting distance of craft breweries and distilleries throughout the Midwest.
Origin Malt wanted to shorten the supply chain for Midwest breweries who rely on importing barley malt from across the globe. The challenge was appealing to a market with established suppliers that were integral to their brewing.
The concept of Midwest Independence was the brand foundation—unifying the pieces and parts that make Midwest brewing sustainable. The messaging and brand strategy encouraged farmers and brewers to join the Origin Malt movement with total supply chain traceability.
Brewers are looking for more than a contract. It’s hard to build confidence with a supplier from a distance. Brewers want face-to-face relationships with suppliers they can trust. And they want to be a collaborator throughout the process and know details about the products they’re purchasing.
The brand and messaging was designed to cut straight to the chase. No bullshit. In application, the brand didn’t lack attitude or blend in with the crowd. The malt bags were design to draw attention and serve as conversation starters.
The illustration work differentiated Origin Malt from their competition’s rural and industrial photography to connect with their audience in a unique way. We approached this illustration with a style that was organic in line and texture, but geometric in composition to connect back to the foundations of the brand.
The website was positioned to connect with brewers by introducing their value proposition, showing off their products, and managing brewer accounts with a customer portal.
The product photography gave each product a life of its own. We wanted to tell a more comprehensive story about each product with the addition of ingredients that complimented the flavor profile—visually depicting what makes each malt variety unique. Other supporting photography captured the Origin Malt product experience with shots of their bold, red bags and beer brewed with the product.
