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Trail Crest Brewing Company

COMPANY
Trail Crest Brewing Company
LOCATION
Flagstaff, AZ
INDUSTRY
Food and Beverage, Outdoors
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy
  • Website copywriting

When we first met Joel and Turtle from Trail Crest Brewing Company in Flagstaff, AZ, it was clear that they had busy times ahead of them. It had been years since they began working towards their dream of opening their own brewery and restaurant, and their long and winding journey to find a location seemed to be nearing its end. But, as they say, one journey ends, and the next begins. Suddenly, Joel realized it would be a sprint from signing the lease to building out a space, finding a chef, building a menu, opening a restaurant, brewing up some beer and, eventually, tapping the first keg for thirsty guests.

Joel was referred to us by his design team, CODO Design, the geniuses behind Metonymy’s own brand and website, not to mention the visual brands of who knows how many breweries around the world. As is the case with many of our best clients, we could tell immediately that Joel was full of passion not just about his business, but about the outdoors culture that brought about the idea in the first place. In rapid-fire succession, Joel told us about his own career as a hiker and runner, and about his love for Flagstaff’s notable outdoors community. His vision was solid: build a place that’s something like a base camp for every sports enthusiast who lives in Flagstaff or comes to town to enjoy all the hiking, climbing, biking, and otherwise rugged leisure activities the area offers. He wanted his brand to reflect that community’s interests, to speak to them in their own language, and to give even one-time visitors a real taste of the local culture.

Soon after our first phone call, we jumped into a voice and messaging workshop with Joel and Turtle, who made for excellent storytellers and workshop participants. We spoke at length about their goals for their brand, about the specific vernacular of local outdoors enthusiasts, and also about their views on the craft beer movement. That led to the second part of the workshop process, in which we presented Trail Crest with a number of sample messages and beer descriptions written in as many extreme voices and perspectives: the hardcore sportsman, the craft beer snob, and the social butterfly that would hold their community together. Joel and Turtle found their own voice by pulling apart pieces of our overstated messages to find just the tone and the language that felt most organic and most real to them.

We then took the Voice and Messaging Guide, which came out of the voice and messaging workshop, and used it to write web copy for the new brewpub’s first website. Simultaneously, we worked on developing a digital marketing plan that gave Trail Crest some direction when it comes to using their blog to tell the brewery’s story, using social media to promote their food and beer, and using every resource available to organize the outdoors community and make their brewpub a welcoming home to all in Flagstaff.

COMPANY
Trail Crest Brewing Company
LOCATION
Flagstaff, AZ
INDUSTRY
Food and Beverage, Outdoors
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy
  • Website copywriting

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