How CREW Republic and I*AM are shaping a revolution
At a time when craft beer was still foreign to most, I*AM stood by the side of the pioneers at CREW Republic – from the first sparks of the revolution to the market-defining role they hold today. We take responsibility for branding, packaging, and brand guardianship, among other things, helping the craft beer revolution succeed.
When I*AM began supporting the founders of CREW Republic in 2011 as brand designers and brand guardians, "craft beer" was still a relatively unknown term in Germany. But the seeds of the craft beer revolution were already being sown: together with the brewery's two founders, we developed an ambitious, future-oriented brand strategy designed to shake up the beer market as a pioneer.
The branding for each beer is entirely inspired by its unique taste and character. Every beer plays its part in the revolution – with a fitting logo and a color palette that captures its individual flavor. The personal touch of the two founders, along with their keen sense for taste and quality, is the common thread in every branding design. This strong collaboration on product branding extends beyond marketing to the design of the entire product lines.
The craft beer revolution is in full swing, and CREW Republic has become one of its leading players. With numerous award-winning beers, CREW Republic has made a name for itself and steadily expanded its market presence. Today, CREW Republic's craft beer is a staple of the beer landscape and is even available in major supermarket chains. I*AM's ongoing contribution to the brand's development helps CREW Republic strengthen its position and continue to raise awareness for craft beer.
Beers with character and impact
World-class craft beer thrives on variety, and no two beers are alike. This extensive range is presented with unique branding, consisting of a name, a logo, a distinct color palette, and an accompanying story.
Relentlessly loud at every touchpoint
Through strategic marketing approaches, the beers found their place on supermarket shelves and in online shops. Creative packaging and sales-promoting materials contributed significantly to their broad success with the public.
Dangerously Drinkable
In 2023, a partnership was formed that couldn't be a better fit. On one side, Iron Maiden: one of the world's most popular bands for over four decades. Their award-winning Trooper beer, developed by lead singer Bruce Dickinson, has long been an international success, with well over 35 million units sold since its initial launch in May 2013. On the other side: CREW Republic – a quality-obsessed craft beer partner. And I*AM as the experienced creative agency for the product brand.
The voice of the pioneers
Together, we will also strategically strengthen your brand.
