Trinity Works with Renowned Brewmaster to Launch Highly Anticipated THC-Infused Cannabis Beer
Trinity helped CERIA develop its entire brand system, including strategy, identity, packaging, website and product naming. CERIA will launch its first brew, Grainwave Belgian-style White Ale, across Colorado’s broad network of dispensaries beginning in December 2018, with plans to introduce an American Lager and IPA in the first quarter of 2019.
Trinity developed a brand strategy for CERIA utilizing the familiar and popular associations of beer to create a brand proposition that would be accessible and relatable for all adult consumers. The brand’s identity and look and feel intentionally cue a clear analogy to beer to make it easy for consumers to understand and integrate the products into mainstream usage occasions.
The presence of beer-like packaging also stands out in the crowded dispensary environment, making it an easy choice for consumers potentially overwhelmed by cannabis product choice. Trinity’s packaging design system focuses strongly on shop-ability, ensuring that the three beer styles and THC levels are easily distinguishable from one another and legible from behind the dispensary counter and cooler. Packaging will adhere to all Colorado regulations including product tracking data and a THC warning and will initially be sold in single bottles. The system also includes a four-pack to encourage sociability.
Keith Villa and Chief Marketing Officer, Doug Christoph, tapped Trinity earlier this year to help develop the identity for CERIA Inc., which is the parent company for CERIA Brewing Co., its cannabis-beer portfolio. Trinity worked with Christoph on both branding efforts.
"Our relationship with Trinity has been pivotal in getting our brand built the right way,” said Keith Villa, Co-Founder and Brewmaster. “I've known Trinity for years as an
outstanding strategic and creative partner. With CERIA, they've helped us create a brand identity and design system that already feels iconic, and that we expect adult consumers are going to love.”
“CERIA Brewing Company is launching at a pivotal moment in the cannabis conversation as consumers are looking for opportunities to experiment with and enjoy new products in legalized environments,” said Matthew Youngblood, Principal and Co-Founder of Trinity Brand Group. “Our partnership with the team at CERIA has been a one-of-a-kind experience. By bringing together our brand strategy and design expertise in cannabis, beer and consumer packaged goods, we've been able to build a brand strategically from the ground up. We can't wait to see what consumers and dispensaries have to say.”