The Next Generation of a Family Brand

College City Beverage

College City Beverage came to Neuger for support with public relations. The family-owned beverage distribution company has a strong close-knit workplace culture and a strong commitment to serving their community through philanthropic support.

Setting the Course

To better align their brand with their values, we decided together to complete a brand refresh including messaging that emphasized how employees live the company values and a new logo.

Positioning

We began by auditing their existing brand assets and determining which components should remain, and where there were opportunities for improvement. Next, we reviewed similar organizations and competitors’ brands to determine College City Beverage’s positioning in the marketplace.

Finding Consensus: Timeless Strength

After refining their brand platform and messaging, we developed a new graphic identity to represent the company better. After presenting several options, a final choice was selected and fine-tuned, resulting in a timeless logo with a subtle nod to the previous design.

Rollout

Finally, we developed a rollout plan for the new brand identity, including updates to templates and business systems, signage and uniforms. A joint presentation from our team and College City Beverage’s senior leadership was delivered to all staff at a special event. The new brand was revealed and staff received new branded apparel.