Western New York Energy (WNYE) was already known as one of the largest ethanol manufacturers in the United States. As WYNE began to solidify their place in the ethanol industry, they identified the need to brand this subset as its own entity. The ability to own a brand that was entirely ethanol focused, would allow them to break into new markets as a company with a more singular focus.
From the Brief
We started with a brand sprint which identified key differentiators within their product. Creating sustainability focused ethanol was baked into their decision making process at every turn. Further, they were proud of an entirely corn-based product that supported a region known for corn farmers. This meant that farmers and WNYE had a symbiotic relationship, supported each other, and in turn supported the local economy. Ethanol is more popularly known by its alias, alcohol which astonishingly enough has more than one use. We identified three primary audience groups; pharmaceutical, industrial, and beverage, all of which they wanted to appeal to equally, with the caveat that there was the most untapped business potential in the beverage industry.
