An open letter to Cahaba Brewing Company:

CAHABA BREWING UP A CREEK (and the Cahaba River) WITHOUT PADDLES


Dear owners of Cahaba Brewing Company,
This is an attempt to convince you that you have and are making a HUGE mistake with your rebranding.

I love Cahaba Brewing - I love your beer, I love your people, I love your Skeeball. Everything that follows is said with love and in the hopes that I can save you. 

Here's what it looks like happened. You wanted to rebrand, so you hired a local (local=good, no complaints here) company to help - but then they proceeded to slaughter your brand by applying this formula: 

Here's how they did it:

 

MY PLEA TO YOU

You've only been in business for 3 years, you don't need a new logo,
you maybe just need a little clean up of your original.

You've already done a fantastic job of creating a recognizable
brand with the logo, colors, and the paddles for your taps.

 

 

So let's Clean it up...

Tada!

Tada!

Here's what I did...

Created symmetry with the letters, curving the last A back into the logo and reworking the middle A to match.

Created symmetry with the letters, curving the last A back into the logo and reworking the middle A to match.

Created a softer line at the edges of the "burst" to mimmic water/movement. This is subtle, but powerful, and helps reinforce your brand.

Created a softer line at the edges of the "burst" to mimmic water/movement. This is subtle, but powerful, and helps reinforce your brand.

Dropped "Company" from the logo and reworked the paddle into two paddles, using the shape of the original paddle taps, again, reinforcing your brand with color tips.

Dropped "Company" from the logo and reworked the paddle into two paddles, using the shape of the original paddle taps, again, reinforcing your brand with color tips.

Also functions well on it's own.

Also functions well on it's own.

If you need/want the other info back in, I can certainly do that.

If you need/want the other info back in, I can certainly do that.

 

 

Now let's have some fun and get some merch going...

  While I like the concept of "Jump In", I don't know the last time I wanted to actually jump in the Cahaba river, I'd much rather be in a canoe or other vessel... with some paddles... and most certainly an Oktoberfest. I'm suggesting the use of "paddle on" instead - it carries a similar meaning, but also suggests ordering another outstanding Cahaba beer - and that will only help the bottom line! 

 

While I like the concept of "Jump In", I don't know the last time I wanted to actually jump in the Cahaba river, I'd much rather be in a canoe or other vessel... with some paddles... and most certainly an Oktoberfest. I'm suggesting the use of "paddle on" instead - it carries a similar meaning, but also suggests ordering another outstanding Cahaba beer - and that will only help the bottom line! 

 

 

 

Breaking down what is wrong with this new logo/branding
WARNING: more bitching ahead... and one final point

Bad grammar, random period, new font introduced with "of" = so much wrongness!

Bad grammar, random period, new font introduced with "of" = so much wrongness!

What does this even mean? Also, no paddles, no beer...

What does this even mean? Also, no paddles, no beer...

Still no paddles. Where is his beer? What does this insane quote mean/do for your brand?

Still no paddles. Where is his beer? What does this insane quote mean/do for your brand?

Just another generic shirt that says nothing about your brand. And WHAT exactly is that symbol symbolizing?

Just another generic shirt that says nothing about your brand. And WHAT exactly is that symbol symbolizing?

Final Question

If you keep this new logo, you realize that you must get rid of your paddle tap handles, right? Nowhere in this new "lifestyle" brand do they remain. So I'd like to know - what will you use now?

The paddles are the most recognizable aspect of your brand - I always know when Cahaba is on tap at any bar or restaurant - and am so happy when they have it! It will be a shame to see them go. 

Please rethink your rebranding. I'd be happy to work with you to help. No charge - I'm just concerned about your brand and my favorite local, beloved brew...

With much love and cheers,
Lauren

 

 

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