BrewArt

The trend of home brewing and craft beer appreciation has been growing since the late 1970s.

As the world is constantly evolving, our client started brewing a bigger idea to revolutionise the market. They wanted to build a fully automated beer brewing machine.

Pints of beer

Brewing the idea of a world’s first product

It began as an internal project worked on by only a few people. They were working on developing an automated brewing machine.

The original prototype was an electrical machine with a LCD display controlled by physical buttons. Against this backdrop, the worldwide movement towards mobile and the Internet of Things (IoT) was beginning to pick up steam. Realising the need to take it to the next level, Coopers turned to Enabled for guidance in this new territory.

Bringing Enabled on board was a way for Coopers to de-risk the project and harness the R&D capability that Coopers found missing from other groups.

The birth of BrewArt

In 2016, after creating and fine-tuning with Enabled across a two-year period, Coopers launched BrewArt - the world’s first fully automated home brewing machine.

It is aimed at the growing market of home brewing enthusiasts who love experimenting with new flavours without compromising convenience.

Beerflow Machine

The BrewArt system consists of:

  • BeerDroid: the smart brewing machine
  • BrewFlo: the beer dispenser
  • BrewPrints: beer recipes
  • Ingredients: unitised items that can be combined to make up BrewPrints
Teaser video produced by Enabled to stir pre-launch excitement around BrewArt

Why the Internet of things?

How could users be confident that they will get their beer after more than 2 weeks of brewing? There are many factors that could go wrong, e.g. timing, temperature. We want to minimise human error arising from the typical plastic home brew kits.

The idea is to let homebrewers monitor the brewing process anytime anywhere while having peace of mind from automation. We developed a working Internet of Things prototype as a proof of concept for BrewArt before building the real thing.

Essentially, Enabled wrapped a digital component around a physical product, facilitating communication between the BeerDroid and the user’s mobile phone via an app. Moreover, when consumers buy a recipe - a BrewPrint - from the online store, it automatically programs the BeerDroid to brew beer accurate to that style.

Hence, the IoT component does the job of automation, not because it was the latest technology at the time.

Considering the target market, deploying an IoT device would improve user experience by allowing a “set-and-forget” process.

Precision is key. This IoT technology takes care of the “science” so that BrewArt’s target customers can express themselves with the “art.”

Apps on smartphones

Foundation for a thriving ecosystem

In the next phase of the project, we were engaged to come up with a go-to-market strategy for BrewArt and treat the product as if it was our own.

Enabled went to devise a whole ecosystem around BrewArt, laying out a roadmap for product scalability and customer lock-in.

The long-term goal was to create a vibrant and profitable platform where home brewers can easily create and share their own beer recipes, thereby triggering a network effect.

In moving towards the the idea of a marketplace, BrewArt needed to make it easy for users to mix and match ingredients for new recipe experiments. Enabled helped create an intuitive shopping experience and reduce wastage in the supply chain.

Beer Recipes

User experience and engagement

The home brewing market is a lucrative one as startups kept cropping up in the space. As an established brewer, Coopers has the advantage of know-how.

To compete with shiny product pitches and prototypes from these startups, BrewArt needs to deliver substance.

That means the user experience should be engaging, memorable and frictionless. Enabled helped plan and optimised all touch points, from web and mobile to the physical world.

Enabled also played a big part in shaping BrewArt’s branding. Our creative direction helped tell the story from online to offline, including producing interactive 3D animations and elegant packaging design.