Árbol is a Wilmington, North Carolina brewery with a social mission at its core. The company employs active gang members and brings them together to reduce street violence and build stronger communities. Their purpose is to brew beer, relationships, and shared stories that challenge perceptions—pairing great product with real, local impact.
The Challenge
The work on the ground was powerful, but the story wasn’t reaching far enough. Árbol needed a brand that could communicate purpose and proof at once—resonating with customers, community partners, and stakeholders—while expanding market presence and reframing how people view gang members and their potential.
The Solution
We began with research across customers and community leaders to understand perceptions and needs. From there, we defined values, positioning, and a messaging framework that put unity, peace, and craft at the center. The visual identity followed: a mark that signals togetherness, a warm and approachable palette, and typography chosen for clarity and authenticity. We translated the system across packaging, taproom touchpoints, apparel, the website, and social channels, and documented practical guidelines so every expression stayed consistent. Storytelling focused on people first—employees, neighborhoods, and shared progress—supported by clear product and quality cues. A coordinated launch paired a taproom and community event with a digital campaign, and internal training ensured the team could carry the new voice with confidence.
Implementation and Results
Over six months, the work moved from insight to design to activation. The response was immediate. Customers and community members embraced the refreshed, mission-forward brand; recognition and credibility grew among audiences who value social responsibility; and in the first quarter website traffic and social engagement increased by about 30 percent. Inbound inquiries and opportunities rose alongside stronger local partnerships. Inside the organization, morale lifted and communication became more consistent, helping deepen involvement in peace initiatives across the city.
Outcome
The rebrand brings product, purpose, and people into a single, clear story. Árbol now shows how a brewery can be a bridge—serving great beer while advancing community peace—strengthening market presence and setting a new standard for socially conscious business.
Artwork originally designed by Futura and featured on Behance.
