The Neighborhood Beer of New Orleans
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.
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.
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.
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:
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:
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.