New Holland Brewing articulated its brand in the Stop & Taste campaign and books.
New Holland Brewing Company launched in 1997 in downtown Holland, Michigan, during America’s craft beer revolution. What began with two partners working in a garage grew into a powerhouse company with dozens of beers and spirits, a brewpub, hundreds of employees, and $30 million in yearly revenue. But as the company expanded distribution into more and more states, it needed a way to differentiate itself in the crowded craft brewing industry. Black Lake stepped in to help by collaborating with the owners to discover, unpack, and articulate their vision and identity.
A critical element of NHB’s brand story is distaste for the artificiality of modern life and the gimmickry prevalent in their industry.
NHB views beer and spirits as an artistic collaboration between the brewer and the consumer.
Owners Brett VanderKamp and Fred Bueltmann (AKA the Beervangelist) have their own unique visions that fit underneath the overall NHB brand.
To cut through all the noise and clearly articulate the company’s evolving brand, Black Lake helped NHB develop the Stop & Taste campaign. We collaborated with the founders to write a “manifesto” on the role craft brewing and distilling should play in their customers’ lives. Black Lake also named the campaign and created the logo, tagline, and verbal and visual messaging.
We then crafted a variety of marketing assets, leveraging the brand across multiple media. This process included creating and publishing three books under the Black Lake Press label: 2020 Vision, a company vision book, and two books expressing the owners’ personal brands, Art in Fermented Form by Brett VanderKamp andBeervangelist’s Guide to the Galaxy by Fred Bueltmann. Black Lake also collaborated on creating an annual national sales summit and coaching the owners with their frequent speaking and media engagements.
“Greg Smith and the crew at Black Lake Studio & Press helped us immensely in sharpening our message and telling our story. They challenged us to dig deep, to express ourselves in the most authentic manner possible, which was more compelling for our customers and very rewarding internally.”
— Fred Bueltmann, Owner
- Stop & Taste manifesto and messaging
- Campaign design and collateral
- Branding for Fred and Brett
- Summit and speaking engagements
- Beervangelist’s Guide to the Galaxy by Fred Bueltmann
- Art in Fermented Form by Brett VanderKamp
- 2020 Vision
Black Lake assisted with publicity for Brett’s and Fred’s books, and we advised NHB on how to roll out the Stop & Taste campaign. After the reveal, we helped them integrate it as an essential part of the company’s overall brand message and visual style.