Black Donkey is the flagship brand family of the newly Connaught Brewing Ltd. Ireland's most dynamic and exciting new craft beer brewery. Within the Black Donkey brand family there will be several different craft beers.
We are currently in need of a master logo to represent the Black Donkey craft beer brand. This logo will be incorporated into label artwork and other packaging, and will be used as a standalone logo on stationery, vehicle livery, website, blog, promotional items such as beer mats, tap handles, glasses, posters, t-shirts etc. This logo will identify the Black Donkey brand, and differentiate it from the growing ranks of Irish craft brewers.
Our mission is to craft world-class, traditional, natural beers, valuing quality, originality and our consumer’s satisfaction above quantity or price; and to operate in a socially, ethically and environmentally responsible and sustainable manner.
About the brand:
Produced in a small traditional brewery, in an old market town in county Roscommon, in the west of Ireland, the Black Donkey brand represents the cutting edge of the craft beer revolution which is sweeping Ireland and the rest of the beer drinking world. Words that may be associated with the Black Donkey brand include:
The Black Donkey brand is a line of unfiltered, unpasteurized, bottle conditioned beers, created in the tradition of natural, small scale, artisanal, brewing. The Black Donkey brand represents the brewing legacy of the independent regional craft brewers, who were prevalent throughout Northern Europe before the current market dominance of the multinational industrial brewers. Production will be focused on beer styles not currently available from Irish brewers, with a particular emphasis on beers brewed to compliment the high quality foods typically found in Irish restaurants and gastro pubs today.
The Black Donkey brand does not follow a formula; we brew what we want, and what our consumers want. We are small and efficient enough to be able to adapt to changing tastes and desires. We are focused on quality over quantity or price. Craft beer can be a, sometimes higher-priced, high-margin luxury that consumers are willing to pay for as they seek unique, localized and regional products with a story behind them.
The Black Donkey consumer is adventurous, and is looking for something new, different and exciting. They are tired of the same old stuff. They are both male and female, although the majority is male, and they cover a wide age range, from 25 to 45+. They are predominantly urban dwellers, although many will hail from rural settings, and most will have completed third level education. They are, for the most part employed, and they appreciate the value of quality and diversity over quantity. Many have traveled overseas, and a sizeable portion have lived and studied or worked outside Ireland.
Graphic and text elements of the logo need to work together, but also separately for diverse applications, such as labelling, signage, stationery, promotional items etc.