Lav-a Donkey – Brand Strategy & Storytelling
A brand strategy concept for Santorini Brewing Company, extending the Donkey range through naming, positioning, visual direction and campaign storytelling.
Illustrator, Photoshop
Graphic Design
Overview
Expanding the Donkey range with a new character
Lav-a Donkey develops a distinct character for an extension of Santorini Brewing Company’s Donkey range through naming, positioning, tone of voice, a badge logo and campaign messaging.
The Challenge
The concept needed to establish a distinct personality while remaining recognisably connected to the wider Donkey range and its Santorini roots.
The Approach
The name combines “lava” with “love a”, connecting the beer’s spicy character with Santorini’s volcanic identity and the Donkey name. The idea extends through a circular badge, an informal tone of voice and campaign language built around “Same beer. Different attitude.”
