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Client
Baltic Beer Co

Industry
Beverages

Website
obmj.beer

What we did?
Brand Identity
Communication
Digital

Who did it?
J.Margus Klaar
Slava Devjatkin
Villu Koskaru
Mihkel Virkus

WHAT WERE THEY PUFFING WHEN THEY CAME UP WITH A NAME LIKE THAT FOR A BEER BRAND?

Adding insult to injury, the beers are called Big Egg Mountain and Ghost Bog and Improper and… Really? Yes, really! Because in this world of craftily named craft beers, the only way to go was to turn up the volume to 11!

Old Boy used to be slang for beer in England waaaay back in the 1700’s. (Why? Don’t know actually.)

And Mary Jane is slang for you know what. And the beer names we picked from the map of Estonia and translated them into English verbatim. And there’s lot’s more where that came from. Estonia even have a town named after cannabis!

Old Boy Mare Jane (OBMJ for short) is a gypsy brewery. Meaning, they don’t actually own a brewery. Instead, they know beer and they know cannabis. And they look for the best beers to serve as a canvas for the cannabis inspired terpenes to create new substantial flavours with, to take the whole beer drinking experience to new highs.

Saaremaa is a legendary, even mythical island for Estonians, famous for its brewers. Yet no proper beer had been produced there for over 20 years. When a family of enthusiasts decided to revive the tradition by starting a microbrewery on their farm just outside Pöide, Brand Manual was charged with making them famous even before the first batch was rolled out.

We succeeded spectacularly – partly due to the fact that getting all the paperwork done took much longer than expected. That let the Pöide folks fine tune their product and allowed us to work on the packaging, web presence and social media. Pöide beer got the world talking before it was officially rolled out in spring 2014.

The identity is built on the name Pöide (an obvious choice!). This is a title loaded with history, yet with a distinctive modern, Nordic air. It makes subtle reference to Pöide’s medieval church and the island’s deep-rooted pagan attitude. So, taking care to make sure the recipe for the identity was not over-designed, we let the beer speak for itself.

Craft beers are a hot subject now and
Pöide tapped into that most effectively.

The rye brew, their maiden edition, tastes like bread and is unlike any of beers from competitor breweries, small or large. The demand is so high that even after doubling their production facilities Pöide has a waiting list of new clients and demanding vendors. And we have already designed tools and action plans for further expansion, once their launch frenzy has cooled down.

Pöide beer landscape Poide-web-anime-brand-manualPöide beer glass Pöide rye beer Pöide beer case Pöide case of beer Pöide future range

www.poidebeer.com