The Mannheim Group
Location: Indo-German collaboration in Bangalore, India
CHALLENGE
A diversified Indo-German brand was looking for a brand refresh to enter the Indian market with their craft beers and craft coffee. Known for its meticulously managed brewing and roasting techniques, Mannheim is a brand that is known for its quality. Mannheim partnered with BlackSail to reimagine its core brand and sub-brands.
INSIGHT
The Mannheim brand, as one would expect from most things German, has a strong focus on precision and quality. But it’s also very human and the people behind it have a real passion for what they do. Mannheim is passionate and bold. Mannheim is hand-crafted. Mannheim is quality.
SOLUTION
We looked at the overall Mannheim brand as well as the sub-brands, Mannheim Brews and Mannheim Coffee, to redefine a holistic brand, while allowing room for the expansion of additional sub-brands. Distilling from the numerous conversations with the key decision-makers at Mannheim, we decided to start by developing strong and compelling taglines for the two sub-brands - No Crap On Tap, and Experience Coffee - for the beer and coffee brands respectively. Then we dove deep and developed two complete brand identity systems for the sub-brands, that also synchornized well with the master brand.
THE SCOPE
Competitor Survey
Positioning & Messaging
Brand Identity Development
Sub Brand Identity Development
Brand Story
Brand Persona
Pitch Deck Development
Marketing Content
Brand Guideline Kit
With the same meticulousness that goes into the brewing process, we built a visual unit that was distinct and easily recognizable. The bold font and the solid letters capture the essence of the German heritage and the culture that it represents.
To match the Mannheim coffee experience that is definitively bold and unique, we started with a black base. The strong and distinct logo was a perfect fit against the black. From the on-site mugs, the takeaway cups and packaging, and everything else, the brand experience is authentic and consistent.
