Legend 7 Brewing is the latest craft brewery to join Calgary, Alberta, Canada’s newly emerging “Barley Belt.” Goes without saying that the plan is to brew great beers, and the brewery launched with contemporary takes on classic beer styles, with a Czech Pilsner, Robust Porter and American Pale Ale. But to stand out, a brewery needs a hook — a brand story or essence — something that inspires a customer to give it a shot, connect with it and keep it interested in coming back.
For Legend 7 Brewing, the focus is on giving each of its beers its own backstory based around iconic mythologies from human history based on the number seven.
“Each of the offerings is tied to the mystery and myth of the number seven,” says Bruce Dean, the man behind the brewing brand. “From the Seven Deadly Sins to the Seven Wonders of the Ancient World, for centuries humans have been fascinated by the number’s significance and we wanted to bring some of that mythology to our beers.”
To bring these stories to life, the brewery commissioned original artwork from awesome illustrator Wylie Beckert, alongside in-depth tales to accompany each beer in order to connect with customers like no one else on the market. The result is epic. I mean, seriously, look at these.
To top it off, Legend 7 Brewing employed the services of agency Drive Digital to create an interactive website to breathe life into these stories online. Drive Digital is a creative digital agency based in Vancouver, Canada, with offices in Toronto and New York City.
“We’re proud of all our work, but the interactive site we built for Legend 7 Brewing holds a special place in our hearts because it reminds us of the power of good storytelling,” said Miles Sellyn, Managing Partner at Drive Digital. “This amazing story was just there waiting to be discovered, so we developed custom animations and digital video to help bring it to life.”
Just check out this epic video from the website.
The inspiration behind the beers are more than just an excuse to make a great label however, in fact storytelling is at the heart of everything Legend 7 Brewing does.
“The vision behind the brand is to create a deeper engagement with our customers,” Dean says. “We wanted to create something completely different, enticing fans to explore these mysteries through our beers and their myths and legends.”
Tell us about the beer!
The three beers available upon launch include:
Serpens Pilsner – A bright golden beer with Saaz hops and balanced by rich maltiness; this pilsner tells a tale of envy, the sixth of seven deadly sins.
Dark Gate Porter – A complex blend of dark malts with coffee and chocolate notes. This beer dives into the story of Hades’ lust for Persephone and the story of the second of the Seven Deadly Sins.
Patience Pale Ale – This beer strikes the perfect balance between floral Northwest hops and complex caramel-malt character. It also tells story of patience, the first of the Seven Saintly Virtues.