Volcelest Brewery
Rebranding of a Parisian craft brewery established in 2008.
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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
- 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
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
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
SAUVAGE Range (sub-brand)
Redesign of the brewery’s website
→ See the Brasserie Volcelest website
Marketing Materials & Promo Kit
Creation of the 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