Faubourg Brewing Co.

The Neighborhood Beer of New Orleans

  • Concept Development
  • Identity Design
  • Packaging
  • Environmental Design
  • Signage
  • Social Media
  • Apparel
  • Copywriting

When the oldest operating brewery in New Orleans decided to change its name only six months after opening its new, state-of-the-art brewery, the company tapped TILT to help reimagine the brand and drive much of the relaunch.

Faubourg Logo

Originally founded as Dixie Brewing in 1907, the locally owned brand announced its intention to move forward with a new name in June 2020. With the legacy brand’s green color as the only required visual component, TILT was tasked with developing an icon that would immediately say “New Orleans” to locals, tourists and out-of-state markets alike. In addition to developing a new iconic mark for Faubourg, TILT worked to create a completely new visual identity.

BRANDING & PACKAGE DESIGN

TILT approached the brewery’s lead beer, Faubourg Premium Lager, as a distinct brand that feels upscale yet accessible, and nods to the historic roots of New Orleans. Using the large brand medallion as a centerpiece, the design is deceptively simple, with additional illustrated and engraving-inspired details discovered once the product is in hand. The predominant green and white profile clearly tie this lager to its predecessor. To round out the four additional core beers, TILT’s in-house illustrators dove deep into local lore, landscapes and culture to create bold, bright cans with undeniable shelf allure.

Home of Faubourg

Website

As the initial branding work entered the homestretch, TILT called on its web and social media expertise to prepare for Faubourg’s formal launch. The web team reimagined, rewrote and redesigned the entire site experience, transforming what had largely become a digital museum for the previous brand into faubourgbrewery.com, a welcoming online presence that highlights the new brand voice and visual aesthetic, Faubourg’s flagship beers and the brewery visitor experience.

SOCIAL & DIGITAL LAUNCH

TILT also launched a robust multi-channel support campaign that introduced the brand to the target audience on digital channels. In the short launch time frame, TILT’s efforts resulted in:

40% increase in overall impressions, 116% increase in total engagements, 54% increase in engagement rate

Once the new Faubourg brand was ready for launch, TILT’s social and digital media teams worked behind the scenes to ensure a seamless transition from old to new. In less than a month, the team focused on a number of tasks that included:

  • Created a comprehensive digital marketing and social media launch plan
  • Worked with social channels to ensure the name change to Faubourg on all accounts
  • Captured, created and planned executions for social content
  • Designed the brewery’s new email newsletter, its key loyalty communication channel
  • Contacted nearly 100 Instagram influencers and invited them to Faubourg’s VIP Night event
  • Developed hashtags and scripts for user-generated content
  • Updated various business, beer finder and mapping sites/apps with the new brewery name

The team at TILT provided world-class design and execution support throughout our Faubourg launch campaign. They developed key concepts and brand strategy and were able to transform those into a suite of product packaging and standards that are fantastic. TILT is agile, thorough, and always available and receptive to our goals – the result is a new brand that we are very proud to introduce to New Orleans.

Jim Birch Faubourg Brewing Co.

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