Brasserie Volcelest

Rebranding of a Parisian craft brewery established in 2008.

Email Ludovic to discuss your Brand Excorsim today

Volcelest Wild Range
Volcelest Wild Range

Challenge & Objectives

This case study explores the strategic rebranding of Brasserie Volcelest, a craft brewery founded by Emmanuel Rey in 2008. In 2022, this traditional enterprise, rooted in the Île-de-France region, embarked on a complete rebranding to strengthen its market position.

The focus was on revitalising the Volcelest range, modernising the brand identity, and reinforcing the company culture. The challenge lay in aligning these changes with the brand’s DNA while nurturing a community of loyal consumers. The brewery relied on a close collaboration with Studio Blackthorns to bring about this transformation.

If you’d like to learn more about our exorcism process applied to Brasserie Volcelest, a more detailed blog article will soon be available on the subject.

Objectives:

  • Consolidate the brand’s DNA by defining a clear positioning
  • Streamline the brand architecture
  • Increase keg sales in the hospitality sector
  • Be able to launch each new Volcelest beer within 3 months thanks to a coherent, user-friendly design system
  • Enhance the brand’s value to reposition it as a premium offering
  • Motivate the teams by making them proud of their brand and company
  • Successfully retain professional clients for the more “geek” beers

Expertise

Brand Exorcism

  • Consultancy
  • Workshops
  • Brand Architecture
  • Positioning strategy
  • Naming Strategy
  • Digital Coherence
  • Monthly consulting

Brand Expression

  • Brand Identity system
  • Design system
  • Packaging Design
  • Art Direction
  • Illustration
  • POS & Marketing Resources
Ancienne identité visuelle de la gamme permanente Volcelest Nouvelle identité visuelle de la gamme permanente Volcelest
Stag illustration for Volcelest rebranding

The workshop where we depicted Volcelest’s persona using archetypes truly brought the brand to life. It allowed me to see it from a fresh perspective—and even revealed that its strengths are remarkably marketable.

Emmanuel, Founder of Brasserie Volcelest
Core range Brasserie Volcelest
Core Range 33cl and 75cl – Brasserie Volcelest
Refonte des capsules de la Brasserie Volcelest
Caps for Brasserie Volcelest embossed with a stag motif
33cl Bottles – Brasserie Volcelest
33cl Bottles – Brasserie Volcelest
75cl Bottles – Brasserie Volcelest
75cl Bottles – Brasserie Volcelest
Refonte de bières traditionnelles
Branded Glasses – Brasserie Volcelest
Collerettes bouteilles 33cl - Brasserie Volcelest
33cl Bottle Sleeves – Brasserie Volcelest
Packaging iterations for the Core Range
Ancien Logo Volcelest blanc Nouveau Logo Volcelest blanc

Brand Architecture

Volcelest Brand Architecture

From the very beginning, it felt like a form of psychotherapy – a true exercise in introspection. To expose oneself, understand who we are with all our shortcomings, accept them and, ultimately, change to improve. It takes time, can be somewhat slow at times, but it is truly constructive.

Raphaël, Sales Executive at Brasserie Volcelest

Seasonal Range

Redesign of the labels and packaging for the Volcelest Christmas Beer
Redesign of the labels and packaging for the Volcelest Christmas Beer

SAUVAGE Range (sub-brand)

Volcelest Wild Range
Complete Sauvage Range
Bière grape ale - Sémillon
Grape Ale – Sémillon
Bière grape ale - Merlot
Grape Ale – Merlot

Redesign of the brewery’s website

→ Voir le site Internet de la Brasserie Volcelest

Redesign of the brewery’s website - Home page
Product page of the website
About page

Marketing Materials & Promo Kit

Rebranding of a parisian craft brewery
Volcelest Coaster
Refonte des verres de la marque Volcelest
Branded Glasses – Brasserie Volcelest
Branded Glasses – Brasserie Volcelest
Branded Glasses – Brasserie Volcelest
Wallpaper Brasserie Volcelest
Nappe Volcelest
75cl Bottles – Brasserie Volcelest

Creation of the Volcelest Brand Guide

Volcelest Brand Guide

I appreciated the exorcism sessions as a whole because they allowed us to step back from our business strategy, our typical customers, and so on – considerations that aren’t always immediately obvious when you’re caught up in the day-to-day. On a personal level, it also helped bridge the gap between production, sales, and Emmanuel’s vision for the company.

Gauthier, Production Manager at Brasserie Volcelest
FR EN