Fermentation science shapes Love + Money’s identity for Omega Yeast

Omega is a Chicago-based brewing technology company that uses brewing science to get more out of yeast. “There are hundreds of beautiful strains available, and the overwhelming majority (~95%) of the world’s beer is made with a handful of them,” explains Brand & Marketing Lead Bill McFarland. “The catalogue had grown past the point where our identity could carry it. We hit the ceiling and our brand began to get confusing as we rolled out new products. With roughly 100 strains, multiple product tiers and global ambitions spanning liquid and dry yeast, nutrients and lab services, the brand was in need of a scalable, versatile system that could give clear direction.” Melbourne-based design consultancy Love + Money reorganised that product catalogue and brand architecture, building the new identity around the science of yeast fermentation, so every strain has its own visual expression, determined by its characteristics. Omega also needed it to work across print, digital and packaging, and “to inspire its team.” “It’s just that they ask the best questions,” McFarland tells us of the choice to partner with Love + Money. “They were just so curious to understand if something was working or not, wanting to understand how the business worked, the context and the history behind every detail. Love + Money’s process was a masterclass of vulnerability and distillation,” he adds. “That maximal curiosity is what led us to unearth a brand strategy that was both locked in with the business side of things but, even more importantly, an identity that is the connective tissue and engine behind Omega.”