Mount Angel Abbey, located in Mt. Angel, Oregon wanted to create an authentic monastic brewery in the tradition of Trappists to help raise funds for the Abbey's operating expenses and ministry to the poor. Provided a budget to explore the idea, Brand Navigation was hired to help define the brand, it's story, identity and visual packaging.
Based on the Benedictine Monk's values of work and prayer, "Ora et Labora", Brand Navigation positioned Benedictine Brewery as a classic craft beer brewed for a higher purpose in the spirit of a centuries-old monastic tradition. The design uses an authentic icon of St. Benedictine painted by one of the Abbey's monks, in addition to old-world and classic typography, colors and design embellishments.
Managing Director of the brewery stated that the initial investment to Brand Navigation for the brand development “...was the best money spent, period. It helped move everything forward”.
The brand development and presentation by Brand Navigation to the Mt. Abbey Foundation board members resulted in a $500,000 investment grant from the board to launch the brewery.