I’ll be honest. This is a tough post for me to write. We’ve poured a lot of time and energy into the Monday Night Brewery brand over the past few years. And as “Marketing Guy and Outside-the-box Guru,” it’s been my baby. Or girlfriend, probably more accurately. But as we’ve come closer to a launch date, we’ve tried to be more objective about Monday Night Brewery and what we stand for. And as outlined in a previous post, we’ve narrowed it down to weeknights. We stand for celebrating the weeknight through good beer and good relationships, summed up in our rallying cry, “Weekends are overrated.”
This focus on the weeknight is something we need to communicate as clearly as we can to consumers. For most people (clearly not you, as you are reading our blog), all we’ll have is 3 seconds as they survey the package store shelves or the beer list at a bar. We aren’t going to have the marketing budget of Miller or AB to shove our brand down your throats. We need to stand definitively for one thing or else we’ll get lost in the shuffle. Turns out there is a lot of beer available.
And with that in mind, we have revisited the external elements of our brand, including logo, name, beer names and labels. The two constants will be our name, Monday Night Brewery, and our focus on weeknight consumption. We decided that our current logo doesn’t articulate this as clearly as it should. Particularly the font is hard to read at a glance and the monk doesn’t have any real connection to the weeknight.
I think we’ve found a logo direction that will allow us to hone our focus on weeknights while maintaining some of the other things we love about our brand, such as the beer names. That’s all I’ll say right now. Change is coming, not in who we are, but in how we communicate who are are to those that don’t know us. This will be a process, and we’d love to hear your thoughts on any and all of it. And in true MNB fashion, we will keep you updated.