NOT OUR LOGO.

BUT KIND OF COOL HOP KING.

“WHAT DID I COME HERE FOR...?”

CREATION STORYYou walk in to your favorite liquor store on a Thursday night. It’s not your neighbor-hood liquor store, it’s your favorite. It has more options than the one around the corner from your house and the staff know what they’re talking about.

You had a specific beer in mind. Your friend was telling you about it last week when you went out for burgers and drinks. It’s an IPA...you think the brewery is based out of Colorado...or was it Chicago??

You pace back and forth in front of the refridgerators.

You send your friend a text but you don’t want to look like an idiot standing in the liquor store until he texts you back so you choose something that has a cool label. Later you find out it’s not that great.

Fast forward to Saturday night.

You’re at a new bar downtown that you’ve been meaning to check out. They have an exciting amount of beers on tap. You pick the one you had previously tried to get at the liquor store. Why not instagram a picture of it and tag your buddy in it? No. You’re already worse than the people who post pictures of every meal they eat. You need a place to share this where people care what you’re drinking. A place to rate what you’re drinking. A place to record what you’re drinking. A place to record what you want to drink. A place to get recommendations. A place for beer lovers.

and so OAST HAUS was born...

MISSIONTO IMPROVE YOUR BEER EXPERIENCE BY HELPING YOU SHARE AND RATE BEERS YOU’VE TRIED AS WELL AS PROVIDING RECOMMENDATIONS FOR BEERS WE THINK YOU’D LIKE.

MISSION

AMAZON

JOTLY

YELP

UNTAPPD

BEER ADVOCATE

TINDER

ANGIE’S LIST

NESS

WHERE DO WE STAND?

SIMILAR BRANDS

WHERE DO WE STAND?

AMAZON

AMAZON

AMAZON

AMAZON

JOTLY

JOTLY

JOTLY

JOTLY

YELP

YELP

YELP

YELP

UNTAPPD

UNTAPPD

UNTAPPD

UNTAPPD

BEER ADVOCATE

BEER ADVOCATE

BEER ADVOCATE

BEER ADVOCATE

OAST HAUS

OAST HAUS

OAST HAUS

OAST HAUS

TINDER

TINDER

TINDER

TINDER

ANGIE’S LIST

ANGIE’S LIST

ANGIE’S LIST

ANGIE’S LIST

NESS

NESS

NESS

NESS

MINIMAL

DYNAMIC

REAL

STRONG

ORNAMENTAL

STATIC

ABSTRACT

WEAK

WHERE DO WE STAND?

AMAZON

AMAZON

AMAZON

AMAZON

NESS

JOTLY

JOTLY

JOTLY

YELP

YELP

YELP

YELP

UNTAPPD

UNTAPPD

UNTAPPD

UNTAPPD

BEER ADVOCATE

BEER ADVOCATE

BEER ADVOCATE

BEER ADVOCATE

OAST HAUS

OAST HAUS

OAST HAUS

OAST HAUS

TINDER

TINDER

TINDER

TINDER

ANGIE’S LIST

ANGIE’S LIST

ANGIE’S LIST

ANGIE’S LIST

JOTLY

NESS

NESS

NESS

TRADITIONAL CONTEMPORARY

EAST

RETRO

HANDMADE

FUTURISTIC

WEST

AVANT-GARD

HIGH-TECH

WHERE DO WE STAND?

AMAZON

AMAZON

JOTLY

JOTLYJOTLY

JOTLY

AMAZON

YELP

YELP

YELP

UNTAPPD

UNTAPPD

UNTAPPD

BEER ADVOCATE

BEER ADVOCATE

BEER ADVOCATE

OAST HAUS

OAST HAUS

OAST HAUS

TINDER

TINDER

TINDER

ANGIE’S LIST

ANGIE’S LIST

ANGIE’S LIST

NESS

NESS

NESS

IMITATIVE

GLOBAL

CHEAP

ORIGINAL

REGIONAL

LUXURIOUS

WHERE DO WE STAND?

IMITATIVE

CHEAP

ORIGINAL

AMAZON

NESSYELP

UNTAPPD

BEER ADVOCATE

TINDER

ANGIE’S LIST

JOTLY

LUXURIOUS

OAST HAUS

BRAND MINDSPACE

BRANDMINDSPACE

FUNCTIONAL DIMENSIONOast Haus reminds me what beers

I’d like to try in the future and recommends new beers I might like

based on ones I already enjoy.

SOCIAL DIMENSIONOast Haus lets me connect with

friends by providing me with a space to share what beers do and do not like

with my friends.

MENTAL DIMENSIONI appreciate that Oast Haus keeps a

checklist on my phone so I know what beers I have tried and what beers I’d

like to try.

SPIRITUAL DIMENSIONOast Haus brings business to brewer-ies that may not be well known on the

market yet.

WHAT DO WE D0?YOU CAN SHARE WHAT YOU’RE DRINKING WITH FRIENDS.

YOU CAN RATE WHAT YOU’RE DRINKING.

WE’LL GIVE YOU RECOMMENDATIONS BASED ON YOUR RATINGS.

YOU CAN LOG WHAT YOU HAVE DRANK.

YOU CAN LOG WHAT YOU WANT TO DRINK.

WE’LL TELL YOU WHERE TO FIND WHAT YOU WANT TO DRINK.

& VARIOUS OTHER SMALL PERKS (BEER TERMINOLOGY, ETC.)

AUDIENCEWE LIKE TO THINK OAST HAUS IS FOR ANYONE WHO APPRECIATES DRINKING GOOD BEER.

HERE’S WHO MIGHT USE IT THOUGH:

Our target audience consists of both males and females. While the app may come off as overtly masculine, we know that EVERYONE likes beer. Our audience is mostly a millenial audience, obviously above the drinking age. They’re confident and they work hard. These beer drinkers care about the environment. After all, beer is made with natural ingredients! They may have younger children but they still have time to visit the liquor store or local bars to drink quality beer. They may have tried home brewing, but they’re probably not good at it. Who is? Let’s leave that to the professionals. These are people of the middle class. They have strong morals and they like to help a friend in need. They genuinely care about the earth and its inhabitants. Cheers to them. Our target audience is pretty damn awesome, if I don’t say so myself.

YOU’RE A BADASSAND YOU KNOW BEER.

OR AT LEAST THAT’S WHAT WE’RE HERE TO MAKE YOU THINK...

BRAND WORDSHONORABLESOPHISTICATEDFRIENDLYCONFIDENTHEROIC

VOICE

EXAMPLE PHRASES

WE’LL FIND YOUR SOUL MALT.

PROST! THAT MEANS CHEERS IN GERMAN.

BEER. IT’S THE BEST DAMN DRINK IN THE WORLD.

RESPECT THE BEER.

IS THIS WHAT YOU’RE LOOKING FOR? I THOUGHT SO.

CHEERS!

YOU KNOW WHAT MIGHT COMPLIMENT THIS BEER? BEER.

MEET THE BEER OF YOUR LIFE.

Oast Haus is that indepedent, respectable, manly man you’ve always secretely wished you were more like. He’s a gentleman and he doesn’t have time for fuss. His authoritative remarks somehow make you feel better about yourself. He’ll tell you what’s on his mind so that you can make up yours.

EXAMPLE USES OF PHRASES

BRAND IDENTITYTYPEABRAHAM LINCOLNABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

MRS EAVESABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

MRS EAVESABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

DIN CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

DIN CONDENSED BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

PRIMARY COLORS

SECONDARY COLORS

BRAND IDENTITY

LOGOLOGO LOCKUP VARIATIONS

IMAGINE SOMETHING BEAUTIFUL.LIKE A HANDMADE CHAIR.

OR A MUSTACHE.

OR A NICE LOGO.

LOGODON’T DO THIS WITH THE LOGO

IMAGINE SOMETHING HORRIBLE.LIKE KE$HA.

OR A KALE SMOOTHIE.

OR MY NICE LOGO. RUINED.

OAST HOUSE PERSONIFIEDWHAT ARE THEY AFRAID OF?NOTHING.

BESIDES... GETTING A BEER GUTDRINKING NATURAL LIGHTSACRIFICING HIS HOBBIESPOLLUTION

SHOWING FEAR IS AWKWARD.

NOT AFRAID OF ANYTHING.

WHAT D0 THEY DREAM OF?

OAST HOUSE PERSONIFIED

MANLY THINGS.BEER. BREWING BEER.OWNING A BREWERY.SMELLING HOPS.FROLICKING IN A WHEAT FIELD.BUILDING SHIT.BEING COVERED IN SAW DUST.EATING MEAT.LIVING OFF THE GRID.

MAYBE ANARCHY.

HONORABLE GENTLEMEN

OAST HOUSE PERSONIFIEDWHAT IS THEIR PERSONAL MOTTO?

BANG!

HONOR: IF YOU NEED IT DEFINED, YOU DON’T HAVE IT.

OAST HOUSE PERSONIFIEDHEROES?DADDad gave him his first sip of beer and dad supported and guided him through the world of beer for the entirety of his young adulthood. His dad is a mans man with a heart of gold. He doesn’t show fear and he respects hard work.

NICK OFFERMAN (RON SWANSON, BASICALLY THE SAME PERSON)Nick Offerman is much like his dad. Nick Offerman is Oast Haus’s spirit animal. He represents a small group of men who believe in hard work and values. Nick Offer-man sees things as they are. He respects others from all walks of life, even though he probably disagrees with most of their lifestyles.

OAST HOUSE PERSONIFIEDWHO IS HIS FAVORITE LITERARY FIGURE?HERMAN MELVILLEHe appreciates the literature of Herman Melville because he’s an American writer. He hates metaphors. That’s why his favorite book is Moby Dick. No frou-frou symbolism. Just a good, simple tale about a man who hates an animal.

“...TO THE LAST I GRAPPLE WITH THEE; FROM HELL’S HEART I STAB AT THEE; FOR HATE’S SAKE I SPIT MY LAST BREATH AT THEE.”