Brand Platform & Identity

Orchestra makes software that helps brewers and distillers handle their businesses like pros. Heavy hitters like Coors, Buoy, Modern Times and more than 1,000 other craft brewers all rely on Orchestra to keep their operations running smoothly. Parliament pitched in to help make Orchestra’s brand as powerful as their software.

Brand platform

When Parliament first signed on, Orchestra already had a killer culture, a CEO with a strong vision, and 1,555 craft beverage makers under their belt. But to keep the momentum going, everyone needed to rally around the brand’s singular purpose and core attributes. And that’s where we came in.

Brand identity

What’s a great brand without a strong, distinctive identity? We created a logomark that represents how Orchestra helps companies navigate through the maze of uncertainty to find the truth. Then, we built in a handsome, yet functional connection between their Obeer and Ospirits products and their main brand.

Messaging

Our biggest messaging hurdle was to figure out what exactly to call Orchestra’s clients. They are breweries, distilleries, wineries, cideries, meaderies, and kombucha-eries, but the term “craft beverage maker” falls flat. So we invented the term drinksmiths. After that, the voice and tone fell right into place.

Working together

The work we did with Orchestra didn’t just go deep, it went wide too. We created an entirely new brand that will integrate into everything from pitch decks to pint glasses. We helped guide their messaging, we consulted with them as they built out their new website, and we’re thrilled to help drinksmiths the world over find their truth.

As Orchestra continues to grow, we need a strong partner who understands our market and takes a very strategic approach to branding—Chris and his team at Parliament have all that and more.
Brad Windecker CEO Orchestra
342

miles driven

We took our show on the road visiting breweries and learning everything that goes into making great beer (besides grain, hops, yeast, and water).

14

employees interviewed

We did some face-to-face speed dating with more than a dozen Orchestra employees to immerse ourselves in their software and their business.

45

beverages consumed

You know, for inspiration. Not all at once though.

200

Square feet

The square footage of the attic where casual beers with buddies turned into the idea for Orchestra software.

Credits

Orchestra recently started on a new phase of their journey, transitioning from a bootstrapping startup to a bonafided venture funded company. They have a new website to go with their new brand, a newly built-out riverfront headquarters in Portland, and a bright future ahead of them.

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