The best brands don’t just look cool, but they tell a story. I saw a great example of this during a recent trip.
While visiting Holland earlier this summer, we decided to visit the Maallust Brewery in Veenhuizen. Our only exposure to the brewery was a brochure at a local restaurant and thought it looked like something worth checking out.
When we drove into Veenhuizen, I noticed signs on all the buildings. They each carried simple messages like “Toewijding” (Dedication) and “Arbeid is Zegen” (Work is a Blessing). Odd signage for buildings that looked like houses. And, with their simple block text and box border, they looked just like the Maallust logo! Coincidence?
![Signage of Veenhuizen (photo by Dierk Schaefer, Flickr)](https://brentmanke.com/wp-content/uploads/2016/08/27094025432_48a9c05ebe_o.jpg)
Dierk Schaefer, Flickr)
If I would have done my research I would have known that Veenhuizen had a fascinating history as a reform housing colony and later as a prison village. This is story that Maallust, a relatively new brewery, tapped into (yes, pun intended) when they developed their brand.
Housed in a beautiful old grain mill, this brewery takes all of its branding cues from its hometown and surroundings.
![The Maallust Brewery (photo by Baykedevries, Wikipedia)](https://brentmanke.com/wp-content/uploads/2016/08/2880px-EPL50626Graan-_en_meelpakhuis_Veenhuizen-1024x709.jpg)
Their beer names, packaging, and of course their logo all point to the village’s flavoured history, and the industrial roots of the area.
![The Maallust lineup (Photo deronners.nl).](https://brentmanke.com/wp-content/uploads/2016/08/MAALLUST-Bieren-tweak-mro5-1024x724.jpg)
The Maallust brand is a great example of a brand that tells a story, and has created a strong origin story.
What’s your brand’s story? Even if it’s not old, you can create a story that will be worth re-telling.
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Read about studio de Ronners (also an owner of Maallust) let the village inform their brand design on their website.
And watch this documentary about the fascinating of a village that inspired the brand:
Most importantly, try a Maallust! I recommend “De Vagabond” ;).