The National Beer Wholesalers Association (NBWA) represents America’s beer and beverage distributors and employs more than 140,000 people across the country, many of them in small, family-owned businesses. NBWA engaged NJI to develop a new brand and website to highlight the industry’s innovation and diversity and position the organization as a forward-looking resource for members and lawmakers. 

NBWA’s new brand and website offer a single destination for members, staff, and the public to learn about the industry. The timeless, forward-facing brand captures the direction the industry is going while respecting NBWA’s rich past, as well as the diversity of the distributors today. The website is simple to update, allowing staff to easily manage content themselves. Together, the new brand and website serve up a flexible design for an ever-changing, dynamic industry.

Applying insights from a robust discovery process with NBWA members, staff, and industry leaders, we established a new logo and other brand assets that support beverages of all kinds. We coupled color palettes inspired by Americana and warm wheatfield tones with fonts reflecting the familiarity of U.S. road signs and the crispness of spiked seltzer. 

We poured the new brand into the website, integrating colors, typography, and textures to provide a consistent and engaging user experience. We simplified navigation, defined a content strategy, and developed an integrated platform where members could manage their membership, payments, and customized resources in a personalized experience. Together, it brewed clarity, diversity, and personalized user experiences.