Business design for experimental brewery Essent

Essent is an experimental brewery run by chef Oskar Bernhardsson. We helped form the business concept from the ground up using a strategic design perspective.

Our work with Bernhardsson was initiated with a serious stretch of market research and design analysis focusing on the national and international beer market, and its overlap with businesses involved in traditional craft and international gastronomy. The following co-design period led to the company conceptualized as Essent, a brewery making artisanal beers so intricate they can stand at the center of gastronomic experiences. Our work resulted in strategic reports, business naming, and three interlocking business concepts—the brewery being the first one.

Essent business and design

Researching the beer, wine and fine spirits markets, as well as rigorously mapping the national and global competition, we were able to get an understanding of what consumer choices were available and what possibilities could be explored with a specifically niched brand such as Essent.

Essent business and design
Essent business and design

The first research report, concerning the beer market in Sweden, showed that the vast majority of consumers had no (or weak) relations and understanding to the concept of microbreweries and small-scale beer making. One early step was to avoid creating a brand with a veneer of "micro-scale attitude", instead opting for an honest, and truly unique product.

Essent business and design
Essent business and design

We produced three interlocking, long-term service and product concepts that in their entirety form the brand Essent. The beers themselves start rolling out in late 2016, with a number of smaller events (part of the service concepts) having already taken place.