LET ME TELL YOU ABOUT US:
Mugwump Craft Brewing Co. is a startup US company founded on the belief that younger beer consumers are in need of a craft beer brand that is somewhat political, funny, smart, and independent. The word "Mugwump", is an obscure and almost forgotten political moniker that originated from the Algonquin Indian word Mugguomp, meaning person of importance. The term became popular after the 1884 presidential election, when it was used to describe several high-level Republican politicians who crossed party lines to vote for Democratic candidate Grover Cleveland. Mugwump later evolved to mean independent. While Mugwump Craft Brewing Company is in no way aligned with a political party, the name Mugwump grounds the company in a culture of independence, free from the confines of larger breweries and political influence. We will be an active beer company, hosting music events, hash runs, cornhole beanbag toss tournaments, and odd pr stunts. We want to be a brand that encourages independent thought and action. We may have the cops called on us at times, but we'll be within our rights.
Our beer will be an ale. It will be made from only four 100% natural ingredients. Water, barley, hops, and yeast. It will be about 5.5% alcohol and will have significant flavor. It will become one of the many craft beers in the US market that are seeking market share from the big production breweries in the US.
HERE IS WHAT WE NEED:
We're not looking for a label, but what we need is a logo, or symbol, that combines nonpartisan politics with fun and communicates independence. We need a simple iconic mark that is quickly identifiable. We would like to use this mark in a number of ways: on our beer label, on beer caps, on t-shirts, stickers, coasters, website, etc. We want to be able to print it two-tone if we have to (white and another color). Circular is good because it helps fit it on a cap or coaster, but circular is not a requirement. We don't require the company name to be incorporated into the logo at this point, but we will eventually need to do this.
OUR TARGET AUDIENCE IS:
Our primary target is Educated Males, 25-34. We are in a city with a major university and many graduate students and young professionals, so we should not have a difficult time reaching our target. This target is politically aware and opinionated. They also drink and appreciate good beer.
Our secondary target is Affluent Males and Females, 35-44. The suburban areas in our city are growing fast as city dwellers move towards better schools. He enjoys drinking good beer with his neighbors and she may prefer wine, but has just begun to notice her girlfriends ordering craft beers at dinner. Both are eductated and enjoy a good debate.
We want our customers to appreciate us for 1) making great beer 2) keeping politics fun and not so serious. The other local beer brands are at least 15 years old an they have become a bit disonnected with younger style and energy. Their loyal following is in their 40's.
We want to appeal to the independent side of our audience by communicating that politics is about what you believe in - not about what color tie you wear. Independence is more powerful than politics.
WE LIKE THESE DESIGNS:
We actually like the dividedwefail.org logo for it's simple combination of political characters to make their point. If there is a way for us to combine some political icons (democrat and republican) and show that our beer company encourages people to make decisions based on conviction, not political affiliation, that would be ideal. One idea we had was to combine the donkey and elephant into a centaur-looking creature with a pint in hand. We aren't asking for mythical creatures, but enjoyed the humor in this and it was an idea that at least told our story.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
No must-haves, but our design must be masculine since our primary target is male. Please don't use the color purple, even though it makes sense, it isn't masculine enough. We must avoid this looking like the www.dividedwefail.org logo. We also want to avoid using barley, or hops in our design. Too many beer companies do this. We prefer a simple icon.
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